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University Students' Shopping Behavior for Beauty Soap

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University Students' Shopping Behavior for Beauty Soap Asian Journal of Management Sciences & Education Vol. 7(4) October 2018 __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ UNIVERSITY STUDENTS’ SHOPPING BEHAVIOR FOR BEAUTY SOAP BRANDS IN BANGLADESH: A COMPARISON OF ATTITUDE TOWARD FOREIGN VERSUS LOCAL BRAND Tauhid Ahmed Bappy1, S.M. Shariful Haque2, Samiya Bint Halim3 1Lecturer, Department of Business Administration, Shanto Mariam University of Creative Technology, Dhaka; 2Lecturer, Army Institute of Business Administration, Savar Cantonment, Dhaka; 3Master of Business Administration, Department of Marketing, University of Dhaka; BANGLADESH. [email protected], [email protected], [email protected] ABSTRACT The purpose of this study was to evaluate the university students’ shopping behavior for global soap brands in comparison to Bangladeshi soap brands. The participants used in this study were requested to assess a popular local soap brand named Sandalina Sandal Soap and a reputed foreign soap brand called Lux on multiple product attributes, promotional tools, branding aspects, distribution characteristics and pricing components. Quantitative data on customers’ attitude toward foreign versus local soap brand were collected from 150 students of University of Dhaka selected using stratified sampling technique. With paired sample t test, it appeared that foreign beauty soap brand (Lux) is preferred over local soap brand (Sandalina) with respect to all but a few items used in this study. From logistic regression analysis, the researchers found that the likelihood of soap users’ purchase intention for foreign soap brand increases as a result of customers’ positive attitude toward the product attributes, promotion, branding, distribution, pricing characteristics. It was also noticed that females are more likely to purchase foreign soap brand compared to males. The researchers believe these findings will persuade the overseas soap brands to make a successful entry into Bangladeshi market. Keywords: Shopping Behavior, Comparison, Customer Attitude, Global Soap Brand, Local Brand INTRODUCTION In the age of globalization, all kinds of companies in a mixture of industries from several countries are going global and are vigorously competing in the global market. This trend of global rivalry is not going to end as long as open market economy, deregulation, and advancement in information technology, global communication and transportation exist (Johansson, 2007). However, although global brands are being sold worldwide, there is a significant difference in the consumers’ preference toward domestic and imported brands in the developed and developing countries. People from developed nations tend to have a fondness toward domestically produced items whereas consumers living in developing nations favor the foreign brands (Kinra, 2006) Bangladesh, a developing country with huge number of population, is targeted by the marketers of many global soap brands. Bangladeshi consumers use soaps regardless of varying demographic characteristics. Foreign soap brands that are successfully performing well in Bangladesh are dominated by Lux, Lifeboy, Dove, Dettol, Pears, and Fiama and so on. Among them, Lux has always been one of the most chosen and sought after soap brands in the country which started its operation in Bangladesh in 1964. Copyright © 2018 Leena and Luna International, Chikusei, Japan. ISSN: 2186-845X ISSN: 2186-8441 Print 59 | P a g e (株) リナアンドルナインターナショナル, 筑西市,日本 www.ajmse. leena-luna.co.jp Asian Journal of Management Sciences & Education Vol. 7(4) October 2018 __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Since then this brand is having tremendous success almost every year. According to Kantar Worldpanel’s Brand Footprint report, Lux was considered to be the best beauty soap brand in Bangladesh in 2018 (The Daily Star, 2018). Besides these global soap brands, some domestically produced soap brands have the capacity to fight against the global brands as the local soap brands are less expensive and they suit the tropical weather of Bangladesh. Tibet, Sandalina Sandal Soap, Meril, Cute, Keya, ACI soap are some of the reputed local soap brands in Bangladesh. According a survey conducted by Kantar Milward Brown in 2017 and 2016, Sandalina Sandal Soap became the most preferred local soap brand in Bangladesh in the two consecutive years (Bangladesh Brand Forum, 2017). Keeping all these global moves in mind, the researchers were interested in knowing the attitude of Bangladeshi university students toward domestic versus foreign beauty soap brands. The participants were asked to assess a popular local soap brand named Sandalina Sandal Soap and a reputed foreign soap brand called Lux. Thereby, the researchers tried to make a comparison of attitude toward local versus foreign soap brands in the context of Bangladesh. PROBLEM STATEMENT The soap industry of Bangladesh has been facing an incursion of new participants in the last couple of years. As a result, the number of soap users, irrespective of financial capability and living standards, is swiftly rising in varied areas of the country. Some of these soap users have a distinct preference for the foreign brands over local ones whereas some show favorable attitude toward local brands as they cater to the local needs and are affordable. Although a number of comparative studies on local and foreign brand preferences were previously conducted from other industry or cultural perspective, no experimental research had been found on the same topic from the perspective of Bangladeshi soap industry. This research gap stirred the researchers to conduct a study on this topic. LITERATURE REVIEW Several studies were conducted over the years comparing shoppers’ attitude and preferences toward local and foreign brands. Some insights consistent with the research objectives obtained from numerous review of literature are described below: Consumer Attitude and Purchase Intention According to Schiffman and Kanak (2000), consumer attitude is the consumers’ learned tendency to act in a constantly positive or negative manner with respect to a certain object such as brand, store or advertisement. Kotler and Armstrong (2010) asserted that consumer attitude encompasses a consumer’s reasonably consistent beliefs, evaluations, feelings and behavioral tendencies toward certain products and services. Purchase intention falls under the conative component of customer attitude. Schiffman and Kanak (2000) argued that buying intention is the probability or tendency that a consumer will carry out a particular action (purchase) or behave in a particular way under certain circumstances. Differences in Consumers’ Attitude toward Foreign and Local Brands Johansson (2007) described that local brands are those brands which are reputed and competent in domestic market but are not much familiar in other markets. On the contrary, a ISSN: 2186-845X ISSN: 2186-8441 Print Leena and Luna International, Chikusei, Japan. Copyright © 2018 www.ajmse. leena-luna.co.jp (株) リナアンドルナインターナショナル, 筑西市,日本 P a g e | 60 Asian Journal of Management Sciences & Education Vol. 7(4) October 2018 __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ foreign brand originates outside the local area and is marketed in several countries (Eckhardt, 2005). Shoppers all over the world generally have a distinct perception and attitude toward the acceptance of domestic and global brands. Johansson (2007) contended that consumers tend to show positive attitude in favor of a product or service which is manufactured in countries with good image whereas they downgrade those items that are produced in countries that are perceived as having poor image. This argument supports the claims of (Han, 1989) who suggested that purchasers consider country-of-origin related issues while assessing products and services. Kinra (2006) found that consumers in developing countries like India perceive that foreign brands are superior compared to local brands in terms of quality, prestige esteem, credibility, technology and statues despite having high degree of ethnocentrism. Peterson and Jolibert (1995), argue that shoppers from emerging countries have a predisposition to imitate the western consumption patterns and thus choose foreign brands over the local ones. Nevertheless, consumers, in many cases, wish for local brands over foreign brands due to
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