The purpose of the study is to investigate, in an emerging market, consumer

attitudes towards local and foreign brand purchases against a background of factors
like Prices, Style, Product quality and services etc. This study was conducted in
order to determine the consumer preferences of global brands instead of local ones.
It is also designed to find out the buying behavior patterns of young and middle aged
consumers. Consumer evaluates products based on information cues, which are
intrinsic and extrinsic. A number of factors affect the consumer purchase decisions.
The results suggest that most important factors that influence a consumer’s final
decision are the price and quality of the product in question. Since the consumers
usually associate the price of the brand with its quality, a brand priced too low is
generally perceived as a low quality product. Similarly, a product priced too high
may not be affordable by many. Usually it is perceived that the quality of foreign
brands is generally higher and superior to local brands. Most consumers also
associate greater durability of products with foreign brands and comparative low
prices of products with local brands. Indian consumers are not prejudiced against
foreign brand names. In fact, they evaluate foreign branded products higher on
technology, quality, status and esteem than Indian brands and attribute higher
credibility too. Other factors that have an impact on the consumer preferences are:
consumer ethnocentrism, social status, price relativity with the competing brands
and family and friends. The research was conducted and the samples selected
included 70 people belonging to 25 years and above. The data collected for the
research was through a questionnaire and was conducted randomly on people who
seemed interested in shopping. Calculations were then analyzed and interpreted
using a percentage of respondents and through frequency distribution tables and
charts.