COMPETITIVENESS OF FOREIGN PRODUCTS AS PERCEIVED BY CONSUMERS IN THE EMERGING INDIAN MARKET

Abstract

Following the economic liberalization in recent years, consumer products from many countries are now competing with each other in the ‘big emerging market’ of India. In this paper, Indian consumers' perceptions of electronic and electrical products from the United States, Japan, South Korea, Germany, Britain, and India are compared by means of an empirical study. The consumers are found to hold distinctly different views of products from different countries in terms of quality, value, image, promotion, and availability. Based on the results, managerial implications are drawn for marketers from different countries who are trying to make themselves more competitive in the Indian market.