Factors Influencing Consumer Preferences For Global And Local Brands: Evidence From The Retail Market In Goa

Abstract

The increasing exposure of consumers to both global and local brands in today’s globalized economy has created a competitive marketplace where brand preferences are shaped by multiple product categories and consumer perceptions. This study examines the key factors influencing consumer preferences for global and local brands in the context of Goa, a unique market characterized by the coexistence of domestic shoppers and international tourists. Primary data was collected from 250 respondents through a structured questionnaire and analyzed using SPSS software, employing reliability testing, factor analysis, and regression analysis. Factor analysis reduced fourteen variables into five major dimensions Merchandise including food and grocery, Durables, Lifestyle, Consumables, and Luxuries explaining 50.71% of the variance in consumer behaviour. Regression results revealed that Lifestyle and Merchandise significantly influenced consumer preferences, while Durables, Consumables, and Luxuries showed no significant impact. The model demonstrated statistical significance with an R² value of 0.158 and a p-value of 0.000, leading to the rejection of the null hypothesis. The findings suggest that consumer choices are largely driven by aspirational lifestyle products and essential merchandise like food and grocery, emphasizing the need for businesses to balance global standardization with local relevance. The study provides valuable insights for marketers to design strategies that align with consumer expectations and strengthen brand positioning in dynamic retail environments.