Are Indian consumers brand conscious? Insights for global retailers

Purpose - The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India.Design methodolog...

Full description

Saved in:
Bibliographic Details
Published in:Asia Pacific journal of marketing and logistics 2012-06, Vol.24 (3), p.482-499
Main Authors: Mukherjee, Arpita, Satija, Divya, Goyal, Tanu M, Mantrala, Murali K, Zou, Shaoming
Format: Article
Language:English
Subjects:
Brand loyalty
Consciousness
Consumer attitudes
Consumers
Consumption
Disposable income
Economic growth
Food
GDP
Gross Domestic Product
Growth rate
Households
Liberalization
Manufacturers
Manufacturing
Market entry
Middle class
Purchase intention
Retail stores
Shopping
Tariffs
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Purpose - The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India.Design methodology approach - A survey of 300 Indian consumers was conducted and the data were analysed using descriptive and simple regression techniques.Findings - The study found that brand purchase in India varies across product categories. At present, consumer knowledge and use of foreign brands is low, and Indian consumers are price-sensitive. Indian consumers are experimenting with brands and would like more foreign brands to enter the Indian market.Research limitations implications - Due to the small sample size, advanced econometrics techniques could not be used to analyse the dataset.Originality value - The paper is the first to assess the impact of retail liberalisation on Indian consumers' shopping behaviour, particularly their brand consciousness.
ISSN:1355-5855
1758-4248
DOI:10.1108/13555851211237920