A Study on Consumer Perception and Buying Behaviour towards Korean Consumer Products in Mumbai

Abstract

This study examines how people perceive and purchase Korean goods in the Mumbai Metropolitan region, particularly in the beauty and food sectors. The impact of Korean popular culture (Hallyu or Korean Wave) on the awareness and acceptance of Korean brands within India is expanding. However, little empirical evidence has been collected about what influences consumer purchasing patterns in metropolitan areas like Mumbai. The study uses a descriptive research design, collecting primary data through a structured survey of 246 respondents from different geographical locations throughout Mumbai. The outcomes show consumer awareness and frequency of purchase behaviour by assessing four factors: awareness level, frequency of purchase, factors that influence purchase and satisfaction with purchases. In addition, other data sources included academic journals/reports, online and industry reports. Overall findings demonstrate that while the media creates initial awareness of a product, recurring purchasing behaviours occur due to perceptions regarding the product’s quality, transparency of ingredients or sourcing information, and value for money. Furthermore, this study suggests that consumers perceive Korean consumer products as offering a reasonable price point for premium goods; therefore, it provides valuable insights into this opportunity for marketers and researchers.