IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v12y2016i4p508-533.html
   My bibliography  Save this article

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

Author

Listed:
  • Deepak Chawla
  • Neena Sondhi

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.

Suggested Citation

  • Deepak Chawla & Neena Sondhi, 2016. "Local versus global brand preferences amongst urban Indian chocolate consumers: an empirical study," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(4), pages 508-533.
    • Handle: RePEc:ids:ijicbm:v:12:y:2016:i:4:p:508-533
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=76823
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Neena Sondhi & Deepak Chawla, 2021. "Positioning Implications for Chocolate Brands: An Attribute-based Approach," Global Business Review, International Management Institute, vol. 22(1), pages 184-196, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:12:y:2016:i:4:p:508-533. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.