1. A Capstone project synopsis
INSTITUTE FORTECHNOLOGY AND MANAGEMENT-WARANGAL
…A study of consumer preferences and attitude
towards purchase of Indian v/s foreign brands
Submitted to- Submitted By-
Prof. P.Satish Chandra & Debasish Baj (01)
Prof. Mohd. Mujahid Ali PGDM 2011-13

2. Introduction:
In the pre-liberalization era, Indian consumers were known to exhibit a distinctively
higher preference for imported goods and ‘foreign brands’. However, after two
decades of the onset of liberalization, the market is flooded with brands with their
origin in foreign countries. Indian brands too have significantly improved and many
Indian brands today are considered at par with the foreign origin brands in terms of
quality, technology, performance and efficacy. These brands give a tough competition
to brands from the stable of foreign multinationals in the Indian market. In this
evolved scenario, though the country of origin of a brand may still remain a
significant element in the brand positioning strategies for brands in certain category
of products, it may not be equally relevant in influencing the preference of the
consumer and his attitude towards brands in all categories. The paper makes an
attempt to examine the influence of the perceived origin of the country on the
consumer’s preference of brands of toiletries in the Indian market. To measure the
influence of the ‘Country of Origin’ on the Indian consumer’s perception of a brand,
responses were collected from consumers from five different states of the country.
Findings of the study indicate that consumers in India do not base their selection of
brand of toiletries on the basis of their perception of the brand being ‘Indian’ or
‘Foreign’ in origin
Some of the consumer brands which will give a result about consumer preferences
and attitude towards purchase of Indian v/s foreign brands. This are-
Dettol: Dettol, the iconic brand from Reckitt Benckiser and the brand that they have
all grown-up with is celebrating its platinum jubilee in 2008 - Dettol completes 75
years of protecting families from illness causing germs. Since its launch in 1933,
Dettol has gained the trust of millions of Indians and has been consistently voted as
one of the "Most trusted brands" of India.

3. Gillette: Gillette is a brand of Procter & Gamble currently used for men's safety razors, among
other personal care products. Based in Boston, Massachusetts, United States, it was one of several
brands originally owned by The Gillette Company, a leading global supplier of products under
various brands, which was merged into P&G in 2005. The original Gillette Company was
founded by King Camp Gillette in 1901 as a safety razor manufacturer.
Conceptual framework and Research objectives
1. Defining the objectives
2. Defining the population
3. Frame the sample units
4. Data collection
5. Questionnaire
6. Methods of collecting data
7. Non-respondent classification
8. Selection of proper sample size
9. Organizing the field work
10. Execution of the project
11. Summary and analysis
12. Preparation of the report
Objective-
Primary objective- to know evaluate the consumer preferences and attitude towards
purchase of Indian v/s foreign brands
Secondary objective- to determine how many consumers are aware of foreign brand
(specific), Buying behavior, to determine the values customers have attached with their brand.
Data and methodology-
NO. OF RESPONDENTS COVERED: 100-150
METHODOLOGY: 1) Questionnaire
2) Random sampling

4. RANDOM SAMPLING: It is a sampling technique in which we select the samples on
the random basis and without any bias.
ANALYSIS: After covering and collecting all the questionnaires we did the analysis by
using various quantitative techniques e.g. pie charts, graphs, testing of hypothesis
etc
Limitations of the study
 Gathering adequate information during the collection of secondary data was an
issue, due to limited information on consumer perceptions of global and local
brands in emerging markets as consumption patterns differ in the East and West.
 The views of the interviewees may have been based on intuition, current
factors and experiences of the respondents and is not based on any
quantitative facts or tracked data
 The use of convenience and judgment sample was an additional limitation. The
fact that data was obtained solely from one geographical location, created
uncertainty about the sample representing the entire population.