Consumers’ Perception toward Brand Preferences while Purchasing Personal Care Products: A Study on Rajshahi City

Abstract

This study conducted to focus the consumers’ perception of international brand over local brand while purchasing personal care products. Consumers’ perception highlighted on customer’s psychology that determines their viewing attitude towards using the local or international brand. Globalization makes the foreign trade easier than before and the availability of international brands confused the consumers’ ethnocentrism towards local brand but it is also true that using too much foreign products can destroy the employment opportunity of local people and also the country may face of security issues from foreigners. To examine the topic a convenient sampling method was applied to collect response from 280 customers from which 268 found free from errors; those respondents were used for the final study. The findings highlighted some factors that influence customers’ perception toward choosing brand while purchasing personal care products. Data were collected from local customer of new market and Shaheb Bazar area of Rajshahi city. Study reveals that according to the perception of the customer, product quality of local brands, price consideration, country of origin, availability of foreign brands and promotional actions have a significant role toward customer mind while purchasing products. Moreover the findings suggest that, for the wellbeing of the society, local products need foremost priority to expand their business. As it is known that more demand of local products lead more production that create more job opportunity in the market and to build the country as self-sufficient, a customer focused local market should be enhanced. The major contribution of the current study is that it focuses consumer’s observation and suggestion to create more opportunities for local brand in market place.