Consumer perception between international and local brands - A western Dissertation

Consumer perception between international and local brands - A western vs asian perspective - Dissertation Example Managers face challenges because of lack of synthesis between managerial concepts of brand identity and socio-cultural conception of inter-group dynamics, which may result in ill-fitted brand identities is a given sociopolitical context. Singapore is one of the top shopping destinations in Asia and hence attracts numerous international brands. These brands operate in a highly competitive environment trying to attract the attention of consumers as well as gain recognition against other international brands. This is because Singapore is a multicultural city compromising of Chinese, Malays, Indians and Eurasians, and with one in four resident being a non-Singaporean (SEDB, 2009). Consumer companies have been trying to tap into the opportunities presented by Singapore’s strengths and unique positioning. 1.2 Rationale for Research Studies have been conducted by different researchers on the subject such on attitude towards foreign and local brands – uniqueness theory to diffe rentiate themselves from others (Kashi, 2013), consumer ethnocentrism (Rice & Wongtada, 2007) and on the influence of animosity (Fullerton et al, 2007). Researches on this subject have been conducted but most of the researches have been conducted in developed countries. No such study has been found that focuses on the Asian countries. This research aims to go deeper and compare local and international brands in Singapore to identify local consumers brand perception. Singapore has been chosen as the focus of this study because of her ability to attract a wide range of international brands. Besides, Singapore is a useful setting because it is strongly influenced by both eastern and western traditions. In fact this can serve as a guideline for other Asian nations as they adopt western habits and consumption patterns. However, there is a tendency in Singapore to support the home grown design talents to the extent that domestic fashion brands have been gaining international exposure with government support (The Straits Times, 2012). Renowned local brands that originated in Singapore include Raoul and TWG. This significantly shows that Singapore brands do have the ability to compete with international brands such as T.M. Lewin. Therefore, this research expands into Singaporean’s reaction and attitude towards branding and how they perceive the established international brands against renowned local brands in various sectors. This research emphasizes on how Singaporeans come about having a particular opinion towards brands and what factors may influence consumer’s choice of brand. Customers globally have developed enhanced ability to select local and foreign brands even in developing countries. Business environments being competitive, it has become imperative for sellers of both domestic and foreign goods to explore customer purchase behavior. 1.3 Research Aims and Objectives With the aim to explore Singaporean consumers’ attitude and perception t owards brands, the objectives of the research are: To identify what factors can affect consumer’s attitude to brands Identifying models to assess consumers attitude towards branding To find out the different perceptions between international and local brands Comparing the attitude towards