Work

Impact of Country-of-Origin Effect on Consumer Preference for Local and Global Brands in India

Year: 2025

Type: article

Abstract: The impact of a product's place of origin significantly shapes consumer choices and purchasing habits, notably in emerging markets such as India. This study examines how the source of items influences customer preferences for domestic and international brands within the retail sector in Pune, India. Using a mixed methodology, the research combines quantitative analysis (n=220) through structured surveys and qualitative perspectives (n=50) via in-depth interviews to comprehend consumer perceptions.

Source: Cuestiones de Fisioterapia

DOI: 10.48047/s7m6f924

Author: Dr. Gautam Trehan

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4408167199

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