Case Application Fast-Forwarding Blockbuster Answers

Why Consumer Prefer the International Brands Over Local Items?
A Case of Vehari Pakistan

Submitted to: Mr. Rao Ashraf
Submitted by: Rao Waqar Hameed M.Tehmas akram
Registration No.: FA10-BBA-13 FA10-BBA-12
Subject:
Business Research Methodology
Program:
BBA (B-1)
Due Date: 20-06-2012

ABSTRACT

This study was conducted to determine the consumer preferences of international brands over local items. This research is design to find out the buying behavior of young consumers. This paper examines consumer preferences and attributes of decision making in segment of respondent in Vehari, Pakistan. A number of factors affect the consumer purchase decisions. The results suggests, that group of consumer prefer the attributes like, Quality, Price, Social Status, Design of products. It also suggests the preferences for foreign products over local products. The research was conducted in Vehari and the sample selected 65. The data collected for research was through a questionnaire and was conducted in CIIT Vehari Campus since the target audience was largely the youth.

Key Words:

Preferences of international brands, Quality of products, Price of products, Social status, Design of the products.

INTRODUCTION:

This research is proposed to the consumer preference of international brands over local production. The biggest factor that changes the consumer purchasing decision is quality when they prefer international brands over local brands. Consumers are more information about other culture, lifestyle and brand. On the other hand electronic sources are available to access international brand information in seconds. In last few years increasing of globalization had made intensely impact on

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