Date Available
8-5-2014
Year of Publication
2014
Degree Name
Master of Science in Merchandising, Apparel & Textiles
Document Type
Master's Thesis
College
Agriculture, Food and Environment
Department/School/Program
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.
Recommended Citation
Sengupta, Aniket, "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market" (2014). Theses and Dissertations--Retailing and Tourism Management. 6.
https://uknowledge.uky.edu/mat_etds/6
