Brand Analyses of Global Brands Versus Local Brand in Indian

112 Pages·2016·1.64 MB·English

UUnniivveerrssiittyy ooff KKeennttuucckkyy
UUKKnnoowwlleeddggee
Theses and Dissertations--Retailing and
Retailing and Tourism Management
Tourism Management
2014
BBrraanndd AAnnaallyysseess ooff GGlloobbaall BBrraannddss VVeerrssuuss LLooccaall BBrraanndd iinn IInnddiiaann
AAppppaarreell CCoonnssuummeerr MMaarrkkeett
Aniket Sengupta
University of Kentucky, [email protected]
RRiigghhtt cclliicckk ttoo ooppeenn aa ffeeeeddbbaacckk ffoorrmm iinn aa nneeww ttaabb ttoo lleett uuss kknnooww hhooww tthhiiss ddooccuummeenntt bbeenneefifittss yyoouu..
RReeccoommmmeennddeedd CCiittaattiioonn
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].
SSTTUUDDEENNTT AAGGRREEEEMMEENNTT::
I represent that my thesis or dissertation and abstract are my original work. Proper attribution
has been given to all outside sources. I understand that I am solely responsible for obtaining
any needed copyright permissions. I have obtained needed written permission statement(s)
from the owner(s) of each third-party copyrighted matter to be included in my work, allowing
electronic distribution (if such use is not permitted by the fair use doctrine) which will be
submitted to UKnowledge as Additional File.
I hereby grant to The University of Kentucky and its agents the irrevocable, non-exclusive, and
royalty-free license to archive and make accessible my work in whole or in part in all forms of
media, now or hereafter known. I agree that the document mentioned above may be made
available immediately for worldwide access unless an embargo applies.
I retain all other ownership rights to the copyright of my work. I also retain the right to use in
future works (such as articles or books) all or part of my work. I understand that I am free to
register the copyright to my work.
RREEVVIIEEWW,, AAPPPPRROOVVAALL AANNDD AACCCCEEPPTTAANNCCEE
The document mentioned above has been reviewed and accepted by the student’s advisor, on
behalf of the advisory committee, and by the Director of Graduate Studies (DGS), on behalf of
the program; we verify that this is the final, approved version of the student’s thesis including all
changes required by the advisory committee. The undersigned agree to abide by the statements
above.
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 of Paired Sample Analyses…………………………………….68
of Brands – Brand Specific Associations
Table 4.8, Results of Paired Sample Analyses…………………………………….69
of Brands – General Brand Impressions
Table 4.9, Results of Paired Sample Analyses…………………………………….70
of Brands – Brand Commitment

vi