Year of Publication

2014

Degree Name

Master of Science in Merchandising, Apparel & Textiles

Document Type

Master's Thesis

College

Agriculture, Food and Environment

Department

Retailing and Tourism Management

First Advisor

Dr. Min-young Lee

Second Advisor

Dr. Jason R. Swanson

Abstract

The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches and analyzed under the light of statistical treatment. The results confirm the importance of global brands (influence of European brand over American brand) over local brand in the Indian apparel consumer market.

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