Reverse consumer preference: a case study of Indian and American shift towards locally produced beverages Online publication date: Mon, 27-Jun-2022
by Shilpa Praveen; Thomas Chalmers McLaughlin
International Journal of Business Excellence (IJBEX), Vol. 27, No. 2, 2022
Abstract: Consumer purchasing behaviour in India and the USA can be radically different in many different aspects. However, we observe clear similarities in consumer's movement away from multinational brands toward locally produced brands in the beverages. This paper presents two case studies where a reversal in consumer preference is prevalent with a greater focus on locally produced beverages. We suggest this movement based on and several factors including, cultural, nationalism with a focus on community sustainability. We also suggest with a stronger local connection between the beverages and communities; there is a built-in word of mouth marketing opportunity that provides product sustainability, increase in producer's quality of life, and stronger community networking. This paper provides an operational definition of reverse consumer preference, the disruption of national brands and suggestions for future research on the topic.
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