FOREIGN STORE BRANDS AND IMPACT ON INDIAN RETAIL CONSUMERS

Abstract

The arrival of Foreign Store Brands after Liberalization, Globalization and Privatisation in Indian economy, has tremendous response from Indian retail consumers. The changes in life styles, the changes in working conditions, and the changing financial status have their cumulative effects on Indian consumers. The present study focused on the various factors responsible for changing preferences and buying behavior of shoppers. The research is mainly exploratory in nature. The survey comprised of about 1200 consumers. The respondents belonging to twin cities were grouped separately into Groupl and Group2. The consumers were given a structured questionnaire. The survey showed that the buyers are more aware of foreign store brands and are more foreign store brand prone. The different perceptions of the shoppers studied on ten factors are analyzed. The implications of the interesting findings are discussed.