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- Title
PERCEPTION OF KOREAN BRANDS AMONG INDIAN AND KOREAN MILLENNIALS.
- Authors
Srivastava, R. K.
- Abstract
The perception of consumers is likely to be different if consumers have different backgrounds due to their country of origin even though the brands are coming from one country but available in both countries. This research aims to study the comparative perception of Korean brands among Indian and Korean young consumers (Millennials) which are emerging globally. It also tries to find the awareness among Indian and Korean Millennials for Korean global brands. It is an explorative primary descriptive research to find the awareness and perception of Korean brands among Korean and Indian students doing a business course. The Research was carried out to compare Millennials perceptions of Korean brands from two different national cultures - Korea and India. Awareness due to advertising, especially for global brands like Samsung, LG, and Hyundai, is equally high among the Korean and Indian Millennials of both countries. Korean Millennials give more importance to quality, customer service and value for money than Indians. The functionality of the brand is equally important for both Koreans and Indian Millennials. This study contributes to the literature in that it attempted to integrate the study of Indian and Korean consumer perceptions toward Korean brands. The second significance of this study is the identification of the relative importance of the factors which influence the perceptions in Korea and India explained through the application of self-concept theory.
- Subjects
KOREA; BRAND name products; CONSUMERS; MILLENNIALS; HYUNDAI Corp.
- Publication
Journal of International Marketing & Exporting, 2018, Vol 21, Issue 1, p46
- ISSN
1324-5864
- Publication type
Article