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Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta
Brand Analyses Of Global Brands Versus Local Brand In Indian Apparel Consumer Market, Aniket Sengupta
Theses and Dissertations--Retailing and Tourism Management
The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches …