questionnaire on fashion brands

2012 2nd International Conference on Social Science and Humanity
IPEDR vol.31 (2012) © (2012) IACSIT Press, Singapore

Factors Affecting Consumer Preference of International Brands over
Local Brands
Zeenat Ismail1∗, Sarah Masood2 and Zainab Mehmood Tawab2
1

Department of Social Sciences, Institute of Business Administration – Karachi
2
Students of Institute of Business Administration – Karachi

Abstract: This study was conducted in order to determine the consumer preferences of global brands instead of local ones. It is also designed to find out the buying behavior patterns of young Pakistani consumers Consumer evaluates products based on information cues, which are intrinsic and extrinsic. A number of factors affect the consumer purchase decisions. The results suggest that most important factors that influence a consumer’s final decision are the price and quality of the product in question. Since the consumers usually associate the price of the brand with its quality, a brand priced too low is generally perceived as a low quality product. Similarly, a product priced too high may not be affordable by many.
Other factors that have an impact on the consumer preferences are: consumer ethnocentrism, country of origin, social status, price relativity with the competing brands and family and friends.
The research was conducted in Karachi and the samples selected included 200 people of age 16-24. The data collected for the research was through a questionnaire and was conducted in two popular shopping malls of the city and two universities since the target audience was largely the youth. Calculations were then analyzed and interpreted using a percentage of respondents and through frequency distribution tables and charts.

Keywords: Consumer preference, International brands, Local brands

1. Introduction
Globalization is an inevitable phenomenon that is leading the entire world towards becoming one market, a global village. Not only has the

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