Factors Influencing Consumer Preferences in a Globalized Market

Abstract

This research report presents the findings of a study aimed at understanding consumer preferences between imported and local brands in a market with a wide range of product options. It aimed to understand the effect of product prices, country of origin, service quality, website factors, perceived risk, product variety, subjective norms, and behavioral control on the purchasing preferences of individuals. The study focused on university students, who were approached on campus to participate in a survey, along with social contacts who were encouraged to share it further to reach the desired sample size. To gather the data, a convenience sampling technique was used. The size of the sample was determined using a 20:1 ratio. The insights gained from this study provide valuable understanding into the consumer behavior of younger demographics, particularly in relation to brand origin and preference in a diverse marketplace.