PURCHASE BEHAVIOR OF DOMESTIC VERSUS GLOBAL BRANDS: IN CASE OF CLOTH, TEXTILES AND FOOTWEAR IN SRIKAKULAM TOWN

Abstract

Extensive operations of global brands with modern strategies resulted into the successful journey with a substantial customer gain has created predetermined thoughts of consumers associated with visual impact, prestige association, price tiers, variable quality, consumer characteristics and country of origin which are the independent variables of this study aiming to examine the relationship with consumer purchasing choice among local and global brands. Both descriptive and exploratory research design with quantitative approach has been carried out with a stratified random sampling technique determined with a sample size of 388. A standard questionnaire was distributed backed up with cross sectional research along with multi-stage sampling. Data collected has been analyzed with regression analysis where the variance in influencing the purchase choice by different variables on three products i.e. cloth, shoes and textile were interpreted and there by the conclusions and recommendations were forwarded to the beneficiaries with management implications. This paper niceties the particular factors influencing the purchasing behavior in comparison with foreign and domestic brands of shoes, cloth and textile.