Consumer goods industry is among the largest industries of the world and the scope of this industry can never be narrow down as it fulfils the basic needs of living. Globalisation and technological advancement has allowed the development of global brands. Because of advancement in technology, a customer in India knows and understands the marketing message communicated by an international brand in South Africa and this has only been possible because of technological advancement and globalisation. Globalisation has also appreciated the expansion of global brands from one country to another as it has encouraged free trade from one country to another and with the involvement of organisations like World Trade Organisation and others, trading has become easier than before (United Nations, 2008).Consumer goods global brands have built a strong place in the developing countries and giving tough time to the local brands; the influence of global brands is so high on the local consumers (Varadarajan, & Menon, 1988, p. Local consumers interpret global brands as of high quality, environmentally friendly, and economically beneficial. Today local consumers prefer global brands over local brands. The role of marketing team and marketing department has to focus on creating awareness and convincing the customers regarding their high quality and for this, they need to make sure that whatever they are offering is of high quality and is comparable with the other global and international products available in the market (Ailawadi, Nelsin and Gednek, 2001, p.Change in consumers’ preferences within developing countries has been. Consumers Perceptions of Global and Local Brands.
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