Consumer Perception Towards Brand Choice

8092 Words Nov 13th, 2012 33 Pages
Changing Perception of Consumer towards Brand Choice and the role of culture in it: A Pakistan perspective
An Argumentative Paper on the Bond between Brand Choice, Consumer’s Perception and Culture influence
Ikra Nasir
Bachelor of Business Administration, Comsats University of Science and Technology, Islamabad campus, Pakistan
Haider Ahmed Qazi
Bachelor of Business Administration, Comsats University of Science and Technology, Islamabad campus, Pakistan

Abstract
The main purpose of this paper is to investigate and discuss the importance of analyzing the consumer perception towards local and foreign brands. An argumentative approach has been used to reveal the importance of Consumer perception. Local and foreign brand choice is affected by
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This shows that brand country of origin play an important role in determining the quality of brand which influences their attitude and purchase intentions. In developing country like Pakistan brand origin (that the brand is from which country) affects the perception of consumers for foreign products (Kaynak et al., 1999) and this foreign product can be more favorable if the brand is from the western or developed country. Consumers evaluate products more positively which are particularly from the USA, Japan, Germany, Italy, the UK and France (Bhuian, 1997) brands are well recognized by consumers around the world, and are perceived as to representing a high status and quality we believe that this effect consumer assessment of brand quality rating (Lee,M,Y., Knight,D., Kim,Y,K., 2008) Looking at how consumers perceive local brands. The study revealed that local brands benefit from a better value. As it is mention by Simriti Bajaj (2007) that Value is linked with the fact that prices of local brands are usually lower than those of international brands, providing consumers as sense of better value for money.
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