Bangladeshi Consumers’ Purchase Intention toward Global Brands over Local Brands

Abstract

In present time, purchase intention is more complex and more substantial for consumers than in the earlier period. The current globalization has directed to increase international Business activities, with many global brands competing with local brands in different countries. The purpose of the study is to identify the effects of global brands toward local brands in host countries from the perspective consumers in the under developed and developing countries like, Bangladesh. This article of Bangladeshi consumer’s analyses the impact of individual characteristics (For example, consumer's desire for distinctiveness and price satisfaction to global brands) and brand-specific variables (For example, performance quality and brand origin) on purchase intention toward global brands versus a local brand. A structured questionnaire with 5 point Likert scale has been used to collect the data by conducting survey. The sample size is 100 and is chosen on a convenient basis. Data has been analyzed by using SPSS software (version: 16). Result of the study showed that Bangladeshi consumers' need for uniqueness, perception of quality, huge media exposure and price have positively high influences toward global brands. Positive attitude towards the performance quality of a global products increase consumer purchase intention onward global brands and has a negative impact on local brands of Bangladesh.

Keywords: Purchase intention, global brands, need for uniqueness, Bangladesh, multiple regression, SPSS