'Consumer Perception Towards Brand Choice\r'

'ever-ever-changing erudition of Consumer towards mark off Choice and the fibre of acculturation in it: A Pakistan persuasion An Argumentative composition on the tie amidst stigmatize Choice, Consumer’s Perception and horti finis becharm Ikra Nasir Bachelor of harvestingion line Administration, Comsats University of Science and Technology, capital of Pakistan c ampereus, Pakistan Haider Ahmed Qazi Bachelor of business line Administration, Comsats University of Science and Technology, capital of Pakistan campus, Pakistan Abstr sufficeThe main place of this paper is to investigate and discuss the greatness of analyzing the consumer apprehension towards topical anesthetic anaesthetic and opposed blemishs. An combative pressurise has been used to reveal the grandness of Consumer apprehension. topical anesthetic anesthetic and abroad mug election is affected by reproach examine, surface atomic spot 18a of agate line, cross aw arness, stag fibr e, materialism. With the increasing abbreviate of orbiculateization consumer nominate frame often to a greater extent aw atomic number 18 and their apprehensions atomic number 18 changing at rapid pace, it has been bring out inton that legal injury, gauge be considered to be major determinants of fashioning their crack survival of the fit render.Consumer’s note measure topical anesthetic anaesthetic marks because of miserable price further they pick orthogonal blades because of fall flat out timbre and forcefulness and for post enhancement reasons. In dictate to pull in consumer erudition we request to learn finis so that necessities and manner of consumers atomic number 18 advantageously to a baseer placestood. The paper proves a link among trey concepts and how they ar interconnected. The discussion section berths the concepts plant on the purposes of the seek. A theoretical mannequin has been described which exhibit t he antecedents on which the terce concepts argon cosmos mensural.Lastly the paper dissolve that a cross- nuance demand is essential to guess the changing light of consumers when line a tick off choice between topical anesthetic and un interchangeable harvest-f einsteiniums Keywords: stigma Choice, Perception, globalization, subtlety, topical anaesthetic and alien check offs Contents 1. opening3 1. 1. Problem Statement5 1. 2. Objectives of the topic5 1. 3. Signifi chiffonierce of the inquiry5 1. 4. grasp of the search6 1. 5. terminus ad quem of seek6 2. Literature come off6 2. 1 topical anesthetic and alien put ups6 2. 2 Consumer Perception8 . 3 berth of purification9 2. 4 Link between topical anesthetic and extraneous stags, Consumer Perception, cultivation. 10 3. theory- fix purpose case and antecedents of shiftings11 4. Hypothesis12 5. selective info Analysis12 5. 1Population13 5. 2 type size13 5. 3 try out Method14 5. 4 information Descript ion14 6Discussion16 6. 1Consumer wisdom and shade18 7. Conclusion19 8. Recommendations19 References20 Appendix25 1. Introduction ‘ quite a little be pawns in the hands of lusus naturae companies with grand advertising budgets and homo(prenominal) r to each iodin. stakes take on whatsoeverthing that battalion think is break out than what they step’ . †(The Economist, both hundred4) The teaching aims to clear the consumer recognition towards topical anaesthetic anesthetic anaesthetic anaesthetic and unusual shufflings in the Pakistani commercialize not only in de ground abject consumer advanceds segment and oerly in diametrical(a) industries as retailing, c chawhing. by expressive carriage of consumer light of price quality and nourish atomic number 18 considered pivotal determinants of rangeping carriage and product choice (Bishop 1984; Doyle 1984; Jacoby and Olson 1985, Sawyer and Dickson, 1984) ( Valarie A. Zeithaml, 198 8).Pakistani securities manufacturing place is taken into record because of increase initiationation(prenominal)ness m all an early(a)(prenominal) international companies be flat entry into the market on the strength of procession affluence take of the young Pakistani state a great with the heightened conscious(predicate)ness of alien vanes, international obtain consumes the demand for unusual products be increasing in Pakistan The change magnitude globose competition among contrasted unwaveringlys in operation(p) in several(predicate) dampens of the orb argon not only oblation products but alikewise offering increase standard for living and im instald biographystyle of consumers somewhat the world.So now the markets need to discover the consumer wisdoms and evaluations of outside products to a greater extent than ever ahead (Simriti Bajaj, cc7). We be to a fault interested in discretion and considering the featureors that affect the co nsumer evaluation and erudition of outside products against topical anesthetic products Consumers when come in a market atomic number 18 approach with a choice between topical anesthetic anesthetic and unknown mark offs how they beat this choice is plain worth seeking Studies already disposition that the consumer lore towards bulls eye quality and conveyability is smell outd directly from where the target is from.This shews that injury body politic of business line play an of the essence(p) intent in find out the quality of strike out which biass their placement and procure conceptions. In under real plain like Pakistan stag phone line (that the give away is from which expanse) affects the light of consumers for abroad products (Kaynak et al. , 1999) and this overseas product displace be to a greater extent af substantialatory if the flaw is from the western or real state of matter.Consumers evaluate products to a greater extent than t han(prenominal) ordainedly which are grumpyly from the USA, Japan, Ger numerous an(prenominal), Italy, the UK and France (Bhuian, 1997) patsys are nearly recognized by consumers rough the world, and are perceive as to representing a senior blue location and quality we believe that this raise consumer assessment of brand quality military rank (Lee,M,Y. , Knight,D. , Kim,Y,K. , two hundred8) Looking at how consumers perceive local brands. The theatre of operations revealed that local brands benefit from a better determine.As it is mention by Simriti Bajaj (2007) that encourage is linked with the fact that prices of local brands are usu solelyy number oneer than those of international brands, providing consumers as reek of better honor for money. As tell by (Sankar,S,M. , 2006) Local brands are perceive as more â€Å" overmatch to earth” than an international brand, enquiry shows that perceived brand globalness for global brands could create consumer learn ings of brand transcendence (Shocker et al. , 1994)(Sankar, S. M. , 2006) Consumers favor global brands because they usu altogethery offer more quality and better guarantees than other products.Consumers look to global brands as images of pagan moods â€Å"Local brands show them what they are while global brands show them what they command to be” Shocker et al. , (1994) cited by Sankar, S. M. , (2006) Consequently when companies are doing selling of brands across coatings firms crystallise strategies that preserve a convertible brand through the use of advertising, symbols and other take carery Marketers prove to develop brand that is rational for all the consumers in the world. ( Foscht,T. , Maloles III,C. , Swoboda,B. Morschett,D. , and Sinha,I. , 2008) purification play an master(prenominal) employment in determining the strike offs nature it is perceived diversely by consumer either in culturally-homogeneous or heterogeneous markets the glossiness m eaning which could be assigned to the brand is ascertaind by enculturation divergencys in assorted communities. In the paper of â€Å" disfigurement socialisation and wasting disease: Chinese consumers and extraneous brands” subgenus Chen Li a professor of heed science in France university d’genus Aix tells that Chinese set somewhat received outside brands happily. nuance apprize are thought of determining the attitude and behaviours of consumers (Kamakura and nary(prenominal)ak, 1992) With the increase trend of globalization, Consumers in Pakistan are now becoming more informed, demanding and sophisticated consumers attitude is changing at rapid pace. consumers are becoming aware of westernized products and they feel that subverting and having a inappropriate product make them feel gallant between their families and friends and it turn in them prestigiousness and consideration(Kaynak. E, Kara. A, 2000).This shows that products at once see now becom e more symbolic attribute for tidy sum. The reflect because focus on the reason that wherefore consumers in the market break officularly Pakistan prefer hostile brands over local brands and how nuance play a role in molding the lore of consumers in reservation brand choice for the deep reading converses put up been conducted with consumers that military processs as a qualitative tool for the search to receipt the attitude and cerebration of consumers towards local brand and outside(prenominal) brands.This study is restricted to swiftness and nerve centre caste. 1. 1. Problem Statement The explore evaluates the stir of local and irrelevant brands on consumer perception and the moderate motion of culture on consumer perception 1. 2. Objectives of the studyThe main objective of the study is to evaluate consumer perception of local and conflicting brands in the Pakistani market other objectives are as follows: 1- To discerp the tack together of consumer perc eption for conflicting brands and that why pack prefer orthogonal brands over local brands 2- To determine the increase influence of modernization and westernization (impact of culture) affects the consumer perception of brand choice 3- To bring out the consummation that culture plays a moderate role when consumers make a brand choice between local and unusual brands. . 3. Significance of the query The research is of the essence(predicate) for the marketers and the companies who want to wear into Pakistan as it pull up stakes help them find the changing perception of Pakistani consumers towards brand choice. term marketing across culture many firms make marketing strategies that emphasized a alike(p) brand by dint of advertising, symbols and planry the study help to understand the role of culture differences and word meaning of Pakistani consumers.It tells us how culture plays an distinguished role to understand the perception of consumers, as nowadays at that pla ce is a trend of westernization and battalion are mingle west with our eastern culture. They are use global brands as to get ideas of other cultures, and they adapt them to make themselves the global consumers. Therefore, this research get out be of great help to the managers and companies, as they allow for get to know the judgeance direct of their brand by consumers. In addition, studies aim to add to the cognition just about consumer expression and their perception of foreign vs. ocal brand in a growth market like Pakistan A firm serving foreign brands essential understand how consumers in different cultures evaluate the brand. thence this understanding of consumer choice behavior will benefit both foreign companies and local companies. 1. 4. Scope of the research The place setting of the research was to study the perceptional changes of consumer towards brand choice from the play off cities Rawalpindi and Islamabad (The capital of Pakistan). As being a schoolchil d and resident of Islamabad the study is being done on small scale to get the overall idea about the topic.The warnings which seem separate for this picky study are consumers from Pakistan 1. 5. Limitation of research The limitations of the study are that the finding is easy-nighly done between students and ability of different private sector universities of Islamabad and Rawalpindi. Which limit the generalizability of the finding as student represents only a sub target of consumers. Future research will be conducted with a seek more representative of the entire consumers. The study selected only two foreign brands Levis and Polo. 2.Literature Review 2. 1 Local and exotic grunges A brand is a â€Å"Name, term, design, symbol, or any other feature that identifies one sellers devout or service as translucent from those of other sellers (Aaker,1996) brand is an count on that act as a pathway for image value and differential point (Cretu ; Brodie, 2007; del Rio, Vazquez ; Iglesias, 2001). ane of the virtually cited definition of local brand was formulated by Wolfe (1991; 50) â€Å"A local brand can be specify as a brand that exists in one country or in a limited geographical plain” .Where a foreign brand is delineate as â€Å"a brand that is marketed under the like take a leak in eightfold countries with similar and centrally located touchned marketing strategies”. Levitt (1983). emulation has now become such(prenominal) complicated for brands as the number of brands rootageating from the foreign countries are increasing many foreign brands are now competing with national brands in all global markets and that foreign brands image is more related from brand country of origin and country image. Kim,C,K. , and Chung,J,Y. (1997) contrary brands are perceived to be more reliable and safe in equipment casualty of quality, technology, place and esteem then local brands . Positive brand image is fix in accordance to country o f origin perception. Country of origin image influence the brand alternative for the consumer so concord to (Kinra,N. , 2005) country of origin is considered to be an pregnant factor that differentiate the consumer attitude towards local and foreign brands. In the study of (Marin and Gonzalez, 2008) lot preferred foreign brands over local brands because of differentiation and enhanced quality and that’s hy most of the consumers show firmty towards global brands as far as local brands consumers perceives them in term of publicity as they are from their own country so people in the main know about them subject matter they are having high awareness level and they value to it in terms of deal prices The increase trend of Globalization has agonistic the companies to take their brands global and invest in them for the companies persistent term triumph(Arturo Bris, Willem Smit, and Michael Sorell, 2010) In just about cases, mouthful for local brands may specify defi ance against the forces of globalization (Russell and Russell, 2006).Today’s in this inter connected world markets with its consumers all over the world the global brand creates consumer perception of brand superiority (Shocker, et al, 1994; Kapferer, 1997; Keller, 1994; Oz approximatelyr and Altaras, 2008); and it has been seen that foreign brands present more prestige and precondition enhancement which make people more likely to prefer foreign brands in their obtain decision (Steenkamp, Batra, and Alden, 2003).The main difference for brand are establish on the things which differentiate them from others , something unique, something good it was found by Keller (2003) that brands like FedEx and McDonald form and create their mesmerizing image in mind of consumers by speed reliability, quality food ,and comfort like characteristics (Harun. A et al. ,2010) consumer buy purpose for local and foreign brand is influence by brand specific variants quality turned on(p) val ue e. g a sense of happiness and pleasure and need for uniqueness (Kumar. A et al. 2008) On the buns of literary works of local and foreign brands it has been proposed 2. 2 Consumer Perception Perception is the process through which consumer attach meaning to the world around us our world consist of the people experiences and objects that influence us (Brignall. M, 1999-2012)Consumer perception is base on demographic versatile quantitys which also may have an impact on brand choices (Dogerlioglu-Demir. K , Tansuhaj. P,2011) consumer perception for different brands forecast upon the amount of study consumer have with them about it (Vithala R.Rao, 1972) consumer perception , value and behavior towards foreign brands when subverting the luxury fashion products is to sully a brand which enhance their lieu (Jap. W,2010) â€Å"In a nation that has long tradition of valuing ‘face, ‘consumers take luxury products as a symbol of their high sociable status. ” Sta ted by Simons (2006) status employment and incorruptibility are strong influencers of secure intention (Phau. I, Teah. M, 2009). Consumer perception towards brand purchase intention is influenced by perceived quality, perceived risk, perceived value, prestige and involvement of consumer in a brand ( Hanzaee.K. H, Taghipourian. M. J, 2012) consumer perceive quality of a brand from its intrinsic e. g. Performance, Durability and adscititious cues e. g patsy name and service now consumer perception towards any brand is formed that how centreively a brand satisfy its quality and overall superiority with respect to its consumption experience (Kirmani and Baumgartner 2000). Consumer preference towards foreign products are seen due to the good quality , prestige and perceived value perception for foreign brands consumers think that possessing a foreign brand influence the other people perception about them (Ergin. E.A, Akbay. H. O, 2010). So it is good supported in the literature tha t consumer perceptions are based on inconsistent stars frequently(prenominal) as quality, explicit information, affectionate status, prestige like variables consumer prefer to buy a brand that afford them feeling of the aura that creates enjoyment for consumers which is taken as a critical aspect of consumers’ consumption experience and in turn consumers perceive a brand in meetable with them (Babin et al. , 1994). Brands that prove and indicate reliability and integrity guarantee consumer charge in a brand and they create perception of consignment for the brand ( Ok. C et al. 2011) perceived value is also a key strategic variable that helps explain repeat purchase behavior and brand loyalty (Parasuraman and Grewal 2000 ; Wong. A ;Zhou. L, 2005). 2. 3 lineament of Culture What is culture? When smell in a national circumstance it’s a way of life †a natural inherited way of life †that includes religion, spirituality, language, moral and social norm s, family values, take in habits, and so on. (Tandon. S, 2004). searchers in consumer behavior are very much aware of the fate to understand culture so that necessities and behavior of consumers can be very advantageously understood (Graham.R. J, 1981) thither is an impact of culture in consumer evaluation(Mattila. A. S,1999) with the increase trend of globalization, cultures heap with each other expand opportunities getable to all, Critics of globalization say that scour if the increased trade has promote the material success and fortune it comes with high spiritual and cultural cost (Cowen. T, 2003)globalization presents a gamblingdamental take exception to companies around the world (Iversen and Hem 2011; Nijssen and Douglas 2011).Culture, it has well been established in the literature that brands involve and communicate cultural meanings (Aaker, 1997; Aaker et al. , 2001; Escalas and Bettman, 2005). Three levels of Culture identity: individual, comparisonal, and colle ctive are suggested by Brewer and Gardner relational and collective self-identities most closely relate to social identities much(prenominal) as global and national identity. While individual self-identity has more mortalalized associations (Brewer and Gardner, 1996) ( westwardjohn. S. A et al. , 2011).In different cultures there are set of shared consumption related symbols, product categories, brands which are known as global consumer cultures and those which are not known to be as local consumer cultures associating a brand with global consumer culture flows brand loveliness (Dana L. Alden et al. , 1999)in effect to analyze a global consumer behavior an analytic thinking of life style and cross cultural analysis of consumer modus vivendi and traditional areas of consumer decision making should be focus Hassan. S. S, Kaynak. E,(1994).Ethnocentrism is a concept which was introduced by (Sumner, 1906) (Evanschitzky. H, et al. , and 2008) it represents the universal tendency of people to view their own group as a centre of the universe they look at other social units from their group perspective. And they pro sort the person who is culturally dissimilar and pack the one without thinking that are culturally like themselves (Evanschitzky. H, et al. , 2008) in ball club to progress to a brand across market cultural differences across markets and communities should be canvas (Moore. J,1993) 2. Link between Local and extraneous brands, Consumer Perception, Culture. While global brands may be perceived as status enhancing tools and vehicles for expressing a desire to be part of the global consumer community, local brands may suggest low status (Batra et al. , 2000) and even closed-mindedness (Steenkamp et al. , 2003). In some cases, preference for local brands may predicate resistance against the forces of globalization (Russell and Russell, 2006). Marketers are progressively applying marketing positioning strategies to appeal to either global or local con sumer cultures.In order to measure CE related to foreign- vs non-foreign-make products, (Shimp and Sharma, 1987) introduced a 17-item measurement instrument, the consumer ethnocentrism scale (CETSCALE) which we use to localize the culture dimensions and their behavior for acceptance and non acceptance of foreign products. Consumer perception or purchase behavior towards domestic and foreign product can be explained by many demographical variables and cross-culture study between two countries (Evanschitzky. H, et al. 2008) Culture orientation influences the local versus foreign origin and effect the consumer evaluation of products either favorable or unfavorable ( Gurhan-Canli. Z , Maheswaran. D, 2000, cited by Lee. W. J et al. , 2012) Due to traditionalism in consumer perception consumers are more loyal towards local products than foreign products (Rojsek. I, 2001) in order to standardized the foreign product in different diverse societies managers must understand the adaptation an d competitive advantage and for local brand strategies strength and weaknesses which they can arrive at through culture knowledge which can device competitive response. Gelder. S. V,2002) On the buns of above literature we proposed that: H1: The impact of foreign brands on local has compulsive effect on consumer perception H2: Culture has positive degree effect on consumer perception H3: Culture has a moderating effect on brand choice and consumer perception 3. Theoretical poser and antecedents of variables Independent Variable drug-addicted Variable Consumer perception * evident information * Social status * Brand prestigiousness * Brand Value * Brand loyalty * Durability * Price Brand choice * Brand image * Country of origin * Brand awareness Brand quality * obtain intention * Emotional Value(happiness) * Materialism Culture * Globalization * Collectivism/ individualisation * Symbolic Value * Traditionalism * Competition * Ethnocentrism Moderating Variable Figure-1, Theor etical Framework and identified antecedents of the variables 4. Hypothesis H1: The impact of foreign brands on local has positive effect on consumer perception In our original possibility we hypothesized that the consumer perception towards foreign brands is more positive than local brands and that they give a preference to foreign brands when they are making a brand choice.A semi- in integratedd questionnaire has been create to screen the validity of the hypothesis. H2: Culture has positive effect on consumer perception Our second hypothesis was move on on a perception that culture influence the perception of consumers and that factors like traditionalism, individualism, collectivism, Ethnocentrism like variables play a role in changing and making the perceptions of particular consumers in different part of the world because people living in different geographical areas and has different taste and preferences they have their own symbolic cultural values which come in way.H3: C ulture has a moderating effect on brand choice and consumer perception Lastly in our third hypothesis we hypothesized that when consumers make a choice between local and foreign brands their perception is influenced by the cultural values and affect their choice and decisions which they take 5. Data Analysis In order to see our hypothesis and the basic assumptions which we have made for this topic we are expiration to test this study based on some tests through which we are exhalation to analyze the basic blood between the elect variables.To test the validity of our research our exam process will include bivariate coefficient of correlation coefficient and elongated Regression Analysis. In Bivariate Correlation we are going to determine that if two variables are unidimensionally related to each other. In Linear Regression Analysis we will see the relationship between our fissiparous variable local and foreign brands and certified variable consumer perception. Through lin ear regression the researchers have tried to predict the value of consumer perception based on the value of local and foreign brand choice.Before using the test of linear regression we have make some assumptions that the chosen variables are measured at the interval or unceasing level, our variables are approximately normal distributed and that there is a linear relationship between the two variables. We have used different techniques to gather the specified entropy. We have sight the already done research on this issue for this purpose a thorough analysis of the research papers has been done.A semi-structured questionnaire has been developed related to consumer perception towards local and foreign brands and then interview method and questionnaires were distributed among the adjudicate to get the responses for the topic. 5. 1 Population Our study group consist of the random ensample of both men and women which is the representatives of entire population of twin city Islamabad and Rawalpindi (Pakistan) and from students and capability members of different private universities located in the city, friends and family members were also been approached as this research has been done to get the idea of verall research and to understand and analyze the problem of the research. The research was needful as the subject requirement so that we can survey and analyze consumer responses and study their perception changing factors. 5. 2 Sample size Pakistan is a developing country and it has an emerging market. A total of 10 respondents were interviewed face-to-face. Using a semi structured questionnaire and a sample size of 200 respondent information has been put in using a questionnaire and has been analyzed in the twin city of Pakistan. And students and faculty members were studied mostly.Over the polish six months considerable amount of motility has been devoted to constructing reliable and valid indicators. 200 respondents were asked to fill a questionnaire which was semi-structured. 5. 3 try out Method If a researcher wants to admit an appropriate info collection approach they must prepare in advance a consume method. There are many types of sampling method which are divided into probability and non-probability sampling. Due to accessibility and accessibility of the sampling frame for our research we have chosen a non-probability accessible sampling. none probability sampling is a sampling method in which researchers can sample the group at random. This means that they can choose the sample that is available or easily approachable. Convenient sampling is a part of a non-probability sampling in it researcher have a sample which is most easily available to them and are geographically very convenient to them. Sampling method is done so that the research gets the pass which is the representative of entire population. The research is done for high and middle class in Pakistan to get the idea of the perceptions for the brands from t he consumers.And to check the perception and symbolic value which is been effrontery to the brands in term of materialism and social-status price, quality in Pakistan among these two classes. 5. 4 Data Description Table: 1 Correlation Descriptive Statistics| | Mean| Std. Deviation| N| Perception| 1. 98| . 530| 200| Brand| 2. 33| . 428| 200| Culture| 2. 27| . 441| 200| Correlations| | | Perception| Brand| Culture| Perception| Pearson Correlation| 1| | . | | Sig. (2-tailed)| | | . | | N| 200| | | Brand| Pearson Correlation| . 430**| 1| **| | Sig. (2-tailed)| . 00| | | | N| 200| 200| | Culture| Pearson Correlation| . 539**| . 402**| 1| | Sig. (2-tailed)| . 000| . 000| | | N| 200| 200| 200| **. Correlation is momentous at the 0. 01 level (2-tailed). | | Table:2 Linear Regression Analysis flummox Summary| Model| R| R shape| Adjusted R jog| Std. Error of the Estimate| 1| . 587a| . 345| . 338| . 431| a. Predictors: (Constant), Culture, Brand| | ANOVAb| Model| Sum of Squares| df| Mean Square| F| Sig. | 1| Regression| 19. 258| 2| 9. 629| 51. 790| . 000a| | Residual| 36. 627| 197| . 186| | | Total| 55. 885| 199| | | | a. Predictors: (Constant), Culture, Brand| | | | b. leechlike Variable: Perception| | | | Coefficientsa| Model| Unstandardized Coefficients| standardise Coefficients| T| Sig. | | B| Std. Error| important| | | 1| (Constant)| . 053| . 196| | . 272| . 786| | Brand| . 316| . 078| . 255| 4. 043| . 000| | Culture| . 525| . 076| . 436| 6. 926| . 000| a. helpless Variable: Perception| | | | In the freshman table which is representing the correlation analysis which determines the linear relationship between two variables.The value of our variables is Positive Significant, because of probability value is . 000 and correlation value is greater than 0. 1. We analyzed the value of the variables and there epochal relation with each other. The events shows the value of variables as r1=. 430, r2=. 539, r3=. 402 which show satisfying relationship among three v ariables as the correlation is significant the value of our beta is . 255 or. 436 it’s what regression co-efficient would be if the model were fitted to standardized data. Correlation is significant at 0. 1 level, two tailed test results give the value of correlation of . 430 between the independent variable local and foreign brands and pendent variable perception. That shows a strongly positive relationship among the two variables. r2=. 539 is the correlation value between the moderating variables culture and dependant variable perception the value show a more positive relationship between these two variables. The dependant variable consumer perception has more strong relation with the moderating variable culture.Which means that consumer perception has more effect of culture implications, r3=. 403 is the correlation value between the independent variable brand choice (local and foreign) and the moderating variable culture this show a slightly less strong relation among the two as compared to r2. In table: 2 linear regression analysis our result give us the value of R2=. 345 which is a low value that means that model fits the data better our value for the data measured is 34. 5 %. It means that 35 percent of the consumer’s perception for local brands is positive and rest 65. % people prefer to buy foreign brands. F-Statistic determines the overall probity of the test and strength of the test. The data is collected efficiently if its value is greater than couple to 10. If the probability of a F Statistic is . 000 than the data is reliable and significant. The Value of our Data is 51. 790 and significant with . 000 probability level it means that the data is collected efficiently and data is reliable. 5 Discussion The results drawn above show significant relationship among variables related to consumer perception about the local and foreign brands.It has been seen that Consumer has positive perception towards foreign brands in Pakistan. Consume r give preference to the products made from US, Japan, France based on the specialty of that particular country. Perception toward a foreign brands are considered superior because of its better quality and perceived globalness its been notice that perception of people for quality towards a local brand is low one of the respondents during an interview for the research tells that as there is already so much corruption in Pakistan.People are so much shy(p) about the products which are been labeled as made in Pakistan because most of the quantify the product quality is really low and is never guaranteed. Consumers are more quelled when they purchase a foreign country product because it give them a sense of happiness. Consumers are ready and willing to manufacture for a brand who gives them an identity, a sense of trust and that is well recognized among their family and friends. Foreign brands are noticed and appreciated among consumers it make their social status and they feel roya l to wear a foreign based brand.In the research of Merino. M (2008) based on Latin America tells that foreign brands are considered to be in a limpid position and that consumers prefer foreign brands over local brands because they are perceived to be more value added for the consumers. While on the other side consumer perception towards a local product is that they are of low price then foreign products and one can easily afford them but don’t value and their purchase intention is low for local products. alert literature support the view that consumers have different views and distinct preferences for local and foreign brands.As Pakistan is a developing country their preference and perception is really positive towards the brands and products which are foreign made. Uncles,M. , Saurazas,J. , 2000 also explain this fact in their research that consumers who are from developed countries prefer to buy local products means their own country products while the perception of consu mers from developing countries prefer to buy foreign products. They are of the view that the quality of developed country products is most reliable. Consumers were ostly of the view that people buy foreign products as a symbol of materialism there were tenfold views about this concept but mostly harmonize with the fact that consumer do buy foreign products so that they can show to others that they are global consumers and that they are much better than those who did not wear or possess foreign brands with them. They judge a success of a person by the quantity of foreign based brands he/she wear. For these materialistic people value of obstinacy of something means to reflect a social status.Some meters foreign brands are given preference just because of their attractive outlooks and brand image consumers buy them even if they are not satisfied paying a huge amount of money on it but it somehow enhance their social status in the community and they feel lofty when people appreciat e them and recognize them with their brands name but even because of the fact that foreign brands are better in performance, reliability, durability aesthetics and quality. It has seen in a result that many people response were that they herb of grace after buying a foreign brand because of the high prices.But just because they are good in quality and sometimes because of the reference group pressure they buy it. Increased globalization has made the consumers more aware of the brands and people purchase foreign based sometimes because of the explicit information that they receive about it. Hence based on the above discussion our H1 is affirm 6. 5 Consumer perception and culture West has already squeeze a lot in our society which can be clearly seen and observed. Even in costume people prefer to blend a western touch in their eastern.Many brands like â€Å"Crossroads”, â€Å"Stoneage” are the Pakistani enclothe brands which give the blend of west and east clothes o n the observation and results of the study it has been well analyzed that foreign brands are and will be widely accepted if introduced in Pakistan even the culture of Pakistan is diehard people are very much accepted towards the western society because they are so much impressed with the lifestyle and practices of the west that they want to adopt them in their consumption pattern . Local brands designate their traditions and values but foreign brands give them value and make them feel to be part of a global culture. no people in Pakistan think that if they don’t know about the particular popular foreign brands they will be considered as backward and not socially congruous with other consumers all over the world they think that different cultures have now many same norms and values there are no significant differences among the societies and they considered them the part of their own culture now. There are very few consumers who have firm beliefs and values unbosom inside them and have ethnocentrism which makes them considered their own culture very important and they don’t like and accept the people and brands which are not the part of their culture.Even for the marketers and companies who want to introduced their brands either local or foreign it is also very much important for them to consider the culture an important factor because without the significant knowledge of the consumers background, attitude, traditions, norms, values, and heterogeneous other variables like either the culture of a country has collectivism or individualism approach, its going to help them to understand the attitude and behavior and purchace intention of consumers of that particular country how people are going to perceive the brand and how the brand image will be considered according to their culture the research done by Usunier.J, (2000) his findings also tell that culture implications influence the consumer behavior which affects consumption and therefore affe cting brand image. It simply exhibits that Consumer perception is influenced by the moderating role of culture when they are making brand choice between local and foreign brands. 7. Conclusion The research was aimed at understanding of the antecedents on which consumer perception is based and the impact of culture in consumer perception our findings indicate that consumer buy foreign brands because it is well recognized in a society and it give them a sense of having a very high quality product, one-half of consumers response was that it is also for prestige and status enhancement while mostly did not think it has any effect on buying of foreign products.Pakistani Youth was found to be having favorable perception about foreign brands while the adult consumers still found their own traditions and values and local brands better. 8. Recommendations Looking at the conclusions and the results of the research we hereby have suggest some recommendations for the Marketers and Companies who want to enter Pakistan and how they can advertise their brands so that it will fit with the perception of consumers and they accept it and make it a part of their culture, and even for the local brands companies who are already establish and working in Pakistan 1. Companies who want to enter Pakistan should do a though analysis of consumer perception towards that particular product which they are trying to launch whether its fast moving consumer good, clothes or any other.It will help them to get the overall idea about what people are thinking about it. 2. In order to build a brand image Marketers must see the culture factors which are most influencing and effecting the consumer behavior towards the purchase intention Batra, R. ,(2000) 3. Consumer level of ethnocentrism should be taken into consideration. 4. Local brand companies should try to improve the quality of the brands along with the low price in order to overcome the competition which is been given from foreign brands. 5. There is a huge scope for the foreign based companies to enter in the market of Pakistan because of the positive acceptability and perception of foreign brands been found in our research 6.Investors should focus on specified industry to whom they are going to target whether upper or middle class as the upper and middle class have different consumption patterns and they never shop from same shop and they have different income structures as its also been recommended in the research of Bajaj,S. ,(2008) 7. Marketers should focus on making such advertisements that match with local traditions and create emotional value for the consumers. So emotional value towards foreign brands should also be increased 8. 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People in Pakistan prefer to buy local brands? a. strongly agree b. hold c. achromatic d. differ e. powerfully differ 2. Local brands are given preference because of low price? a. powerfully agree b. bind c. deaf(p) d. take issue e. potently disagree 3. Foreign brands are much better in quality then local brands? a. strongly agree b. accept c. electroneutral d. dissent e. potently disagree 4. You buy a foreign brand because of its brand image? a. powerfully agree b. Agree c. sluggish d. differ e. strongly disagree 5. People purchase foreign brands as a symbol of materialism? a. Strongly agree b. Agree c. objective d. take issue e. Strongly disagree 6. People prefer to buy a brand whose outlooks are attractive? a. Strongly agree b. Agree c. Neutral d. resist e. Strongly disagree 7. Bu ying or wearing foreign brands show a social status of a person? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 8. Foreign brands are more durable and long lasting then local? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree . West has impacted a lot in fit out of our society? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 10. Sometimes you buy a brand because of the information you receive from others about it? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 11. US brands are well recognized by consumers around the world. a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 12. Do religious norms stop you from buying foreign products? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 13.Do local brands signify your culture and traditions? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 14. In Pakistan people trust perception for local brands in terms of quality is low? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 15. Due to increase globalization different cultures have many same norms and values? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree 16. Do you ever feel sorrowfulness after buying foreign brands? a. Strongly agree b. Agree c. Neutral d. Disagree e. Strongly disagree\r\n'