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Marketing ResearchInternational Brands vs. Local Brands10/9/2011

Submitted to:Miss Saba Parvez

Submitted by:

Muhammad Ans ShamasFarrukh MughalMirza Zain Zain Hassan

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Project Proposal

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ContentsIntroduction .................................................................................................................................................. 3

Purpose ......................................................................................................................................................... 3

Research questions ....................................................................................................................................... 4

Methodology ................................................................................................................................................. 4

Qualitative research .............................................................................................................................. 4

Quantitative research ........................................................................................................................... 4

Sample size .................................................................................................................................................... 5

Timing............................................................................................................................................................ 5

Cost ............................................................................................................................................................... 5

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Project Proposal

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Introduction

As the world is turning into a Global Village and new products from abroad are finding their wayinto Pakistan. The trend of consumption by the nationals is rapidly being changed. They are

more inclined to buy foreign-made products rather than the local ones.

International brands are becoming more dominant against the local brands since our culture is

highly being influenced by the west. As global marketing e.g. advertisements, lifestyles, attitudes

has caused our consumer behavior and knowledge to change drastically, people are moving moretowards the foreign brands. It has now been observed that consumers buy foreign brands more

frequently than the local ones. They feel proud in purchasing imported goods which has

increased the power of global brands. If any bias resulting from these tactics is present in the

buying decision, then manufacturers, exporters, importers, distributors, and other channelintermediaries must pay close attention to how this affects their businesses and use proper

strategies to respond to this phenomenon.

It is a general perception that consumers consider only made in... factor while purchasing aforeign brand. But the fact is that there are various other factors involved in the process of

product evaluations, the Objectiveof this study is therefore to examine some of the influencessuch as consumer ethnocentrism, the role of social influences like advertising, celebrity

endorsements, peer groups and family in affecting consumers perception and evaluations of

these brands.

Both primary and secondary sources will be used for data collection such as questionnaires,

internet search, news paper and magazine articles.

Purpose

The purpose of this research is to determine:

What are the factors influencing consumers to buy international brands rather than thenational brands?

The Pakistani consumer buying behavior patterns, attitudes towards foreign and localbrands and the preference for foreign brands.

How local businesses can improve their products in terms of quality, durability andreliability to compete with foreign brands?

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Research questions

What are the reasons of consumer preference of Global brands over the local ones? What are the demographic characteristics of consumers who buy foreign brands more

frequently? Which product attributes are mostly considered by consumers when buying a brand?

Intrinsic or extrinsic?

What marketing strategies must be adopted by local marketers to compete with Globalbrands?

Our main focus for exploratory research will be on questions mentioned above. After the

completion of the exploratory research, the questionnaire will be designed according to findings

from the qualitative information.

Methodology

Since two types of studies are supposed to be conducted, qualitative and quantitative. Following

shows our techniques and ways by which we would be carrying the research:

Qualitative research

Internet Ac nielson reports Depth interviews Focus group Observational research Magazines and newspapers Articles by industry experts

Quantitative research

Surveys Sampling techniques Correlation analysis Hypothesis testing Sales analysis

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Sample size

5 focus groups (8 participants each) 100 survey questionnaires

TimingWeek Progress

Week1 Secondary data collection

Week2 Primary data collection

Week3 Research design

Week4 Qualitative data fieldwork

Week5 Qualitative analysis

Week6 Quantitative data fieldwork and analysis

Week7 Report writing and formatting

Week8 Final report presentation

Cost

Stationery expenses 2000 PKR Fuel expenses 8000 PKR Sundry expenses 6000 PKR Focus group 6000 PKR

Total 22,000 PKR