Consumer Preference towards Global Products

Abstract

Global products and services spread through our everyday world. Consumers use brands as signals to make choices to buy or try products. During the recent years, there has been an incredible move from local brands to global brands because of the show of comparable needs and preferences by the buyers. As the world is contracting in to a worldwide commercial center, is progressively essential to comprehend the customers' impression of global brands to local brands. Examining purchaser preference towards global versus local brands have generous implications in marketing. The objectives of the study are to find out the global products tried so far, the switching brand behavior of consumers and to assess the factors influencing consumer preference for global brands. The study has been conducted in the shopping malls of Chennai. Data were collected by means of questionnaires from 220 shoppers. The findings show the consumers preference for global products.