Exploring consumer preferences for global brands in India's evolving food retail market: a trend analysis

The current study discusses the survival of international food companies in Indian retail settings. Foreign competitors successfully monitor the changing trends of consumer demands from time to time to know the needs of the consumers. Due to globalisation, the Indian food industry started blooming with the entry of international players. This research analyses the consumers' decision-making about what they buy, want, and regard foreign food products. This study examines the factors influencing consumer purchasing behaviour on foreign food products to address this research gap. The study employs a quantitative approach, and primary data were collected from 210 respondents using a survey-based questionnaire based on convenience sampling technique. Furthermore, structural equation modelling (SEM) was employed to assess the model and test the hypotheses. This study found that psychological, branding, sales promotion, and environmental elements increase purchase intention. The results also show that international brand recognition positively affects customer preference for international food products. Thus, FMCG companies need research on customer behaviour when buying foreign food, and this study will help Indian manufacturers grow their market share.