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

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.

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Publication Details

Journal
Cuestiones de Fisioterapia
Published
2025-02-19
DOI
https://doi.org/10.48047/s7m6f924
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
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Impact of Country-of-Origin Effect on Consumer Preference for Local and Global Brands in India

Gautam Trehan
Cuestiones de Fisioterapia
Consumer Behavior in Brand Consumption and Identification
article

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

Gautam Trehan
article en

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.

Cuestiones de FisioterapiaVol. 54(3)
Tata Institute of Social Sciences (IN)
Openalex Percentile: Top 96%
Consumer Behavior in Brand Consumption and Identification
DOIOpen Access PDFOpenAlex
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Impact of Country-of-Origin Effect on Consumer Preference for Local and Global Brands in India — Gautam Trehan · Cuestiones de Fisioterapia (2025) | TGRS Research Map | TGRS