Are Indian consumers brand conscious? Insights for global retailers

Arpita Mukherjee; Divya Satija; Tanu M. Goyal; Murali K. Mantrala; Shaoming Zou

doi:10.1108/13555851211237920

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Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Online from: 1989

Subject Area: Marketing

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Are Indian consumers brand conscious? Insights for global retailers

Document Information:
Title:	Are Indian consumers brand conscious? Insights for global retailers
Author(s):	Arpita Mukherjee, (Indian Council for Research on International Economic Relations, New Delhi, India), Divya Satija, (Indian Council for Research on International Economic Relations, New Delhi, India), Tanu M. Goyal, (Indian Council for Research on International Economic Relations, New Delhi, India), Murali K. Mantrala, (Trulaske College of Business, University of Missouri, Columbia, Missouri, USA), Shaoming Zou, (Trulaske College of Business, University of Missouri, Columbia, Missouri, USA)
Citation:	Arpita Mukherjee, Divya Satija, Tanu M. Goyal, Murali K. Mantrala, Shaoming Zou, (2012) "Are Indian consumers brand conscious? Insights for global retailers", Asia Pacific Journal of Marketing and Logistics, Vol. 24 Iss: 3, pp.482 - 499
Keywords:	Brand consciousness, Consumer behaviour, FDI, Global retailers, India, Retail, Retailing
Article type:	Research paper
DOI:	10.1108/13555851211237920 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – The purpose of this paper is to assess Indian consumers' brand consciousness by examining their brand knowledge, purchase behaviour and perceptions of foreign brands. It provides key inputs for global retailers to harness the potential in growing consumerism in India. Design/methodology/approach – A survey of 300 Indian consumers was conducted and the data were analysed using descriptive and simple regression techniques. Findings – The study found that brand purchase in India varies across product categories. At present, consumer knowledge and use of foreign brands is low, and Indian consumers are price-sensitive. Indian consumers are experimenting with brands and would like more foreign brands to enter the Indian market. Research limitations/implications – Due to the small sample size, advanced econometrics techniques could not be used to analyse the dataset. Originality/value – The paper is the first to assess the impact of retail liberalisation on Indian consumers' shopping behaviour, particularly their brand consciousness.