Title: Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study

Authors: Deepak Chawla; Neena Sondhi

Addresses: International Management Institute, B-10 Qutub Institutional Area, New Delhi, India ' International Management Institute, B-10 Qutub Institutional Area, New Delhi, India

Abstract: The paper assessed the contribution of psychographic variables in predicting the likelihood of purchase for Indian vs. foreign chocolate brands. The authors used a convenience sampling method to collect data from 311 urban Indian consumers who are buyers and consumers of chocolates. Logit regression model was used to predict the purchase decision of foreign vs. Indian chocolate consumption decision. The logit model obtained for the respondent population had a significant LR statistics and predictive with 89% for the consumers of Indian brands and a 65% predictive capacity for consumers of foreign brand. The two groups differed significantly with regards six of the psychographic variables selected. The foreign brand consumers were more frequent and heavy buyers of chocolates in general. For both groups, gifting was a major reason of purchase.

Keywords: chocolate consumption; consumer buying decisions; psychographic variables; India; logit regression; emerging markets; local brand preferences; global brand preferences; urban consumers; cities; purchase behaviour; psychographic variables; chocolate brands; foreign brands; local brands; gifts; presents.

DOI: 10.1504/IJICBM.2016.076823

International Journal of Indian Culture and Business Management, 2016 Vol.12 No.4, pp.508 - 533

Received: 07 May 2015
Accepted: 12 Jun 2015
Published online: 01 Jun 2016 *

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