Imported Versus Local Products: Why and How People Respond Against Different Categories?
Journal Title: International Journal of Marketing and Technology - Year 2012, Vol 2, Issue 7
Abstract
Historically people of Bangladesh have preference for imported products and services. The purpose of this exploratory study is to understand the present situation of local or global brand preferences and their underlying reasons. A total 203 customers of consumer products and services were asked about their purchase tendency from different age, income and occupational groups. Associations were measured for different demographic variables with product categories and reasons for selecting imported and local brands. The finding of the study shows that preference for purchasing different product categories differ for imported or local brands. Brand value, performance, marketing efforts, symbol of status, and sales presentation are identifiable reasons for choosing imported items, whereas familiarity with lifestyle is the reason for choosing local brands which are associated with demographic variables. Marketers should count these links for their segmentation and target marketing process for developing better marketing strategies.
Authors and Affiliations
Husain Salilul Akareem, Mohammad Tanvi Newaz and Murtaza Faruquee
Keywords
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