Consumers Perceptions of Global and Local Brands - Dissertation Example

For consumers, the global reputation provides a more satisfying element and they find to spend some extra money worthy for global brand whereas for companies, global brands enhances market share, market position, and customer base with a push in the profits. With the increase of more and more global brands and the expansion of global brands in different parts of the world, customers are in different parts of the world are looking to buy more global brands. Customers perceive that the quality of the products offered by global brands are far more in comparison to the quality of the products offered by different local firms and therefore they are more inclined to buy products that are available globally rather than only in the local region.

The preference of global brands over local brands have increased rapidly in developing countries as well within the consumer goods industry, people from developing countries find global consumer brands more trustworthy and environmental friendly than local brands. This has allowed multinational companies to expand their operations in the developing countries and gain huge profits from this diverse market. There are several factors that influence the buying decision of an individual and the marketing managers of global brands identify and analyse these factors and then by focusing on these factors they are able to win the battle against different local brands available in different parts of the world.