Consumer behavioural patterns towards local brand vis-à-vis national brand in retailing: A case study in Bhubaneswar

The main aim of this exploration is to find out the perception of consumers of Bhubaneswar towards local brands and national brand purchases with respect to certain factors. The superiority and inferiority of these brands in the eyes of the consumers have been found in this exploratory study. Consumers in Bhubaneswar have a lot of accessibility to every brand including foreign, local and national brands. Moreover, the advent of internet and gadgets have made this much easier for them. Now, the retail managers and professionals have to be very candid about the attitudinal and behavioural characteristics of consumer sentiments, perceptions because their mind-sets completely differ from each other. This research would also help the retailer to device various strategies to lure the customer, hold them and retain them. A questionnaire was designed to collect data for this research. A sample of 66 respondents is taken and data is collected from them regarding their annual income, gender, house hold size and preference towards brands. Attempt is made to find out which factor can better discriminate between national and local brands and what percentage of the consumers are correctly classified.