Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market
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University of Kentucky UKnowledge Theses and Dissertations--Retailing and Tourism Management Retailing and Tourism Management 2014 Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market Aniket Sengupta University of Kentucky, [email protected] Right click to open a feedback form in a new tab to let us know how this document benefits ou.y Recommended Citation Sengupta, Aniket, "Brand Analyses of Global Brands Versus Local Brand in Indian Apparel Consumer Market" (2014). Theses and Dissertations--Retailing and Tourism Management. 6. https://uknowledge.uky.edu/mat_etds/6 This Master's Thesis is brought to you for free and open access by the Retailing and Tourism Management at UKnowledge. It has been accepted for inclusion in Theses and Dissertations--Retailing and Tourism Management by an authorized administrator of UKnowledge. For more information, please contact [email protected]. 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Aniket Sengupta, Student Dr. Min-young Lee, Major Professor Dr. Scarlett Wesley, Director of Graduate Studies BRAND ANALYSES OF GLOBAL BRANDS VERSUS LOCAL BRAND IN INDIAN APPAREL CONSUMER MARKET _______________________________________ THESIS _________________________________ A thesis submitted in partial fulfillment of the requirements for the degree of Master of Science in the College of Agriculture at the University of Kentucky By Aniket Sengupta Lexington, Kentucky Director – Dr. Vanessa Jackson, Professor of Merchandising, Apparel and Textiles Lexington, Kentucky 2014 Copyright © Aniket Sengupta 2014 ABSTRACT OF THESIS BRAND ANALYSES OF GLOBAL BRANDS VERSUS LOCAL BRAND IN INDIAN APPAREL CONSUMER MARKET The purpose of this study was to conduct brand analyses on global brands in comparison to local retailers in India taking into account the regional differences and Indian consumers’ affinity towards global brands. The study has derived its conceptual framework from previous work done by Lee, Knight, and Kim (2008) and Bhardwaj, Kumar and Youn-Kyung (2010) with some added attributes. Quantitative data included a sample of 194 subjects where the sampling was conducted randomly as well as the involvement of convenient method to analyze the brands in real-world scenario. The survey involved the questionnaire which was utilized in previous researches and analyzed under the light of statistical treatment. The results confirm the importance of global brands (influence of European brand over American brand) over local brand in the Indian apparel consumer market. KEYWORDS: Apparel, Brand, Affinity, Globalization, India Aniket Sengupta 07/21/2014 BRAND ANALYSES OF GLOBAL BRANDS VERSUS LOCAL BRAND IN INDIAN APPAREL CONSUMER MARKET By Aniket Sengupta _____Dr. Min-young Lee______ Director of Thesis Dr. Scarlett Wesley_______ Director of Graduate Studies _________July 21, 2014_____ ____ In memory of Dida, Dadu and Mama ACKNOWLEDGEMENTS The completion of this thesis would never been possible without the loving guidance and support from a lengthy list of academic faculty members, family, and friends. A massive thank you goes to my thesis advisor Dr. Min-young Lee, for not only helping me through entire aspect of this thesis process, but for being an enriching role model and friend during my years at the department. I would also like to thank Dr. Scarlett Wesley and Dr. Jason Swanson for being on my committee and helping me throughout and opening email inboxes for my multiple questions. Without their guidance my thesis would be incomplete. A special thank you also belongs to Dr. Kimberly Miller- Spillman, Ms. Mika Pryor and Dr. Susan Michelman, for all the opportunities they awarded me and always having a supportive outlook. A huge sense of appreciation and heartfelt gratitude to my department chair Dr. Vanessa Jackson, her help has been just so inspiring for me. My greatest supporter has been Dr. Ann Vail and Mr. Gary Schaeffer – thanks always for being my second family. I want to first thank my Papa, Mom, my wonderful cousins – Averi, Sounak, Syamantak, Anirban, Mahua, Koushik and Prasenjit, my inspiring family – Arijeet, Deepali, Lina and Sujit, lovely childhood friends – Antu, Jayeeta and Arkadyuti for always keeping faith in me and telling me this day would come soon. To Debanjan, Mary, Rohith, Sanjay, Amoha, Rajeev, Brent, Nandita, Mr. Kar, Mallory, Shawn, Adam, Thomas, Tabitha, Anil, Wade, and Kyle I thank each of you for your unconditional support and encouragement, without you all I would not have survived Graduate School. iii TABLE OF CONTENTS Acknowledgments..............................................................................................................iii List of Tables......................................................................................................................vi List of Figures....................................................................................................................vii Chapter One: Introduction Background.................................................................................................................3 Purpose of the study……………………………………………………………........5 Hypotheses..................................................................................................................5 Specific sub-objectives ..............................................................................................6 Justification ................................................................................................................9 Conceptual Framework…………………………………………………………….10 Assumptions and Limitations....................................................................................12 Summary ...................................................................................................................13 Chapter Two: Review of Literature Introduction………………………………………………………………………...15 Theory of Branding………………………………………………………………...16 Benefits of Branding……………………………………………………………….18 Expectation from Brands…………………………………………………………..19 Consumers’ Attachment to Brands………………………………………………...19 Consumer Satisfaction Measures…………………………………………………..20 Brand Analyses…………………………………………………………………….23 India – Country of Extremes…………………………………………………….....26 Global Brands in Indian Apparel Retail Market…………………………………...32 Regional Differences in the Choice of Brands…………………………………….36 Brands in the study………………………………………………………………...37 Previous studies on Country-Specific Apparel Brand Analyses…………………..39 Hypothesis Development…………………………………………………...41 Chapter Three: Methodology Introduction…………………………………………………………………………47 Research Design…………………………………………………………………....47 Research Method…………………………………………………………………...48 Brand Selection…………………………………………………………………….49 Instrument and Measures…………………………………………………………..49 Chapter Four: Results Introduction………………………………………………………………………..51 Sector – 1 Results………………………………………………………………….52 Sector – 2 Results………………………………………………………………….53 Sector – 3 Results……………………………………………………………….....54 iv Sector – 4 Results………………………………………………………………….62 Sector – 5 Results………………………………………………………………….67 Summary…………………………………………………………………………..71 Chapter 5: Discussion & Conclusions Introduction…………………………………………………………………….....72 Sector – 3 Discussion……………………………………………………………..72 Sector – 4 Discussion……………………………………………………………..77 Limitations………………………………………………………………………..80 Conclusion………………………………………………………………………..80 Appendices Appendix A……………………………………………………………………....83 Appendix B……………………………………………………………………....90 References…………………………………………………………………………..91 VITA……………………………………………………………………………….101 v LIST OF TABLES Table 3.1, Measures…………………………………………………………….....50 Table 4.1, Reliabilities of the factors……………………………………………...54 Table 4.2, Results of repeat measure (split-plot) analysis………………………...55 Table 4.3, Estimated Marginal Means of Brands………………………………....55 Table 4.4, Results of Multi-group comparisons…………………………………..56 Table 4.5, Results of Multi-group comparisons…………………………………..62 of affinity for global brands Table 4.6, Estimated Marginal Means of Brands……………………………….....63 Table 4.7, Results