“WHAT’S FOREIGN IS BETTER”: A FUZZY AHP ANALYSIS TO EVALUATE FACTORS THAT INFLUENCE FOREIGN PRODUCT CHOICE AMONG INDIAN CONSUMERS

Abstract

Emerging economies across the globe have observed drastic changes in consumer purchasing behavior in the last three decades. This has been attributed to rapid globalization, coupled with technological advancement that has led to consumer affinity towards foreign brands. In this paper an attempt has been made to understand this affinity towards foreign brands across product categories. We used the Fuzzy Analytic Hierarchy Process to evaluate the factors that influence foreign product purchasing behavior among Indian consumers. A set of five important influencing factors were identified and responses from over 100 Indian consumers were collected across five product categories (automobiles, home appliances, apparel, cosmetics and watches). It was found that for apparel, watches and cosmetics, perceived quality of the brand/product was the most valued attribute. Whereas, for home appliances the country of origin mattered the most, and for watches perceived quality as well as country of manufacture were equally important. The findings of this study will help shape marketing strategies for foreign brands trying to make inroads or gain market share in emerging markets like India