The consumer perception about local versus global brands : an exploratory study.
Ng, Eng Chen.
Lee, Peggy Pei Qi.
Lim, Xiu Ru.
Date of Issue2011
College of Business (Nanyang Business School)
This study focused on the perception of young Singaporean consumers towards local brands and global brands. A pre-study was done to gain some knowledge on local consumers‟ perception prior to more extensive research. Based on our pre-study, we found that local brands were losing out to global brands due to less favourable perception. In general, local brands were viewed more cheaply, of lower quality and lower fashionability as compared to global brands which were deemed more stylish, better designs and better quality. Furthermore, we also found more abstract associations for global brands and concrete (or functional) associations for local brands. We then proceeded on to an actual experimental study to determine if abstract or functional, as well as whether brand-based or product-based advertisements most appeal to local consumers. This was due to the fact that local consumers viewed local brands less favourably (as compared to global brands), and we would like to test if product-based advertisements (with little emphasis on the Singaporean brand) would increase the attitude of consumers towards the advertisement, product and brand itself. This study was done by 99 Singaporean participants aged between 18 to 27 years old. To minimize any deviation from the Singaporean market, permanent residents and foreigners were excluded from the experiment. Our dependent variable was attitude elicitation; independent variables were abstract/functional advertising approach and usage of brand name/product name. We also used brand awareness of Akira, product awareness of Soundwave Gemini, involvement level of consumer electronics, frequency of local brand purchase and gender as covariates.
Final Year Project (FYP)
Nanyang Technological University