Factors Influencing Sonipat Consumers' Preference for Foreign Car Brands Over Domestic Car Brands: An Empirical Study

This research examines the factors that shape consumer preferences in Sonipat when choosing between foreign and domestic car brands. Key aspects analyzed include perceived quality, brand image, and cultural compatibility. With increasing globalization and heightened exposure to foreign brands, car purchasing decisions are influenced by psychological and economic considerations. The aim of this research is to investigate how these elements contribute to consumer choices and evaluate their impact applying Structural Equation Modeling (SEM). A structured survey was conducted among 500 respondents in Sonipat, capturing demographic information, car ownership status, and perceptions regarding quality, brand reputation, and cultural alignment. Data was analyzed using AMOS software to validate relationships between variables. Findings indicate that all three factors significantly affect consumer preferences, with perceived quality emerging as the most dominant factor, followed by brand image and cultural compatibility. Foreign brands are generally seen as superior build quality, technological advancements, and safety features (Kotler & Keller, 2021). A well-established brand image enhances consumer prestige and trust, further influencing preferences (Schiffman et al., 2017). While cultural compatibility plays a role, it has a weaker influence compared to product-related aspects (Schütte & Ciarlante, 2016). These insights are valuable for car manufacturers and marketers. Domestic brands must prioritize improving quality and enhancing their market positioning through targeted branding efforts. Meanwhile, foreign brands should maintain their technological edge while integrating localized marketing strategies to align with consumer expectations. Future research could examine additional factors such as pricing sensitivity, after-sales services, and government policies to gain a more comprehensive understanding of consumer behavior in this sector