A CONCEPTUAL STUDY ON CONSUMER'S PREFERENCE TOWARDS LOCAL PRODUCTS OVER FOREIGN PRODUCTS

Abstract

This study aims to build a theoretical model of the influence of local brands and need for uniqueness and willingness to buy local brands. This study develops the concept of local brand consciousness in all the product categories that is rooted in the concept of consumer ethnocentrism. This study measures the perceptions of young and old consumers. Samples are people different age groups, house wives and from different working sectors. This study shows that consumers are local brand conscious that influence their perceptions regarding the emotional value of local brands and inspire their desire to buy local brands. This study shows that when they have a strong desire to be different, they view local brands as not providing positive emotional value. The results of this study provide an important recommendation, namely that local brand owners must increase the emotional value of their brands by understanding the wants and needs of consumers who are willing to buy the products to appear unique and participate in increasing local brand awareness among domestic consumers, especially young consumers.