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ABSTRACTThis study was conducted to determine the consumer selectences of externalistist brands all(prenominal)place topical anesthetic items. This look for is design to find out the buying demeanour of young consumers. This paper examines consumer preferences and allots of decision making in segment of respondent in Vehari, Pakistan. A number of factors affect the consumer purchase decisions. The results suggests, that group of consumer prefer the attributes like, Quality, Price, favorable Status, Design of increases. It likewise suggests the preferences for foreign returns over local anesthetic increaseions. The interrogation was conducted in Vehari and the sample selected 65. The info collected for look for was through a questionnaire and was conducted in CIIT Vehari Campus since the fair game audience was largely the youth.Key WordsPreferences of international brands, Quality of point of intersections, Price of products,Social office, Design of the products .INTRODUCTIONThis research is proposed to the consumer preference of international brands over local production. The biggest factor that changes the consumer purchasing decision is musical note when they prefer international brands over local brands. Consumers ar more than information about other culture, lifestyle and brand. On the other hand electronic sources ar available to access international brand information in seconds. In last few years change magnitude of world(a)ization had make intensely impact on market and similarly on consumer choice. Through globalization companies possess advantage to participate in international market and approach to new consumer markets.The main purpose of this study is to find the factors that be influencing consumers living in Vehari and their choices of purchasing international brands over local brands. The main objective of this study is to learn about how country of origin effect and change the choices and willingness of the consume r. This research will investigate the purchasing behavior of Vehari consumers towards international brands over local products.Country of origin of any product tells the reputation of the specific country. It overly shows the national characteristics, economics, political background, social system, tradition and history of any particular region. In short country of origin is overall perception of the consumer about particular country. It is necessary to establish parameters to measure the consumer attitude toward consumer preference on international brands quite local brands.However, for some products and services the tastes and preferences of consumers in different nations are beginning to converge on some global norms (Holt, 2002). Consumers seem to hold dear and admire global brands and regard such brands as a status symbol, from a consumer perspective brands whitethorn vary (Ismail, Masood, & Tawab, 2012). The preference of brand depends on take up alternatives among availa bility (Tversky & Shafir, 1992).One goal of consumer is accurate selection results in value satisfaction (Bettman, Luce, & Payne, 1998) it is not just depends on view of any single attribute of a product (Elliot & Cameron, 1994).In other context, scholars argue that local cultures are yet very powerful force shaping consumers preferences and but some locate a tendency in consumers hybridize (Holton, 2000), glocalize (Ritzer, 2003) or creolized as a way to combine global and local cultural forces set about impact.International and global brands can be defined as the multi market approach in consumer markets (Johansson & Ronkainen, 2005) while local brands defined as the local manufacturings approach to consumer markets. nowadays is ages of globalization so business are become international and cross national that why clients broadly speaking recommended and preferred the international brands due to their top quality, user friendly and customer oriented products (Netemeyer, 199 1).Purpose of the StudyThe main purpose of our study is to find the factors that are influencing consumers choices of youth of purchasing international brands over local brands in Vehari, Pakistan. There are many factors which mildew consumer decision. Such as quality of products, price of products, social status, design of products. The study is similarly knowing to find out the buying behavior of young consumers, attitudes towards international brands and local items and preference for international brands.LITERATURE REVIEWHornsby (2010) was saying that the purchasing process of consumer mostly depends on the attributes and features of the product. In many situations consumers search alternatives of the products and these alternatives and substitutes are foreign made so consumer decide that he or she use foreign products and these products can live up to their needs and wants. In foods items there are few attributes which affecting the purchasing decision of the consumer, like appearance and price of the food. If foods items are fresh and their appearance is tight-laced so consumer easily influence and want to purchase these food items. On the other hand price is another factor which influences the perception of the consumers. Price of the product made either good or bad impact on consumer. If product is expensive but its attributes and features is quite different rather than other product and also fulfill the demand of the consumer than consumer will be satisfy by that product and purchase it again and again.He also described that some consumers are very conscious about the manufacturing of the product. Made in image deep and strong impact on consumer purchase decision. If any product which is foreign made that easily influence the consumer rather the domestic product, thats why now a days labeling or made in Japan, made in U.S.A and made in U.K is liked by consumer and prefer over the local manufacturing because foreign products have senior racy scho ol quality, new technology and very durable and reliable. prehistorical studies and survey are mostly based on above three attributes (price, appearance and county of origin). These are key features of the any product which affect the consumer choice and willingness. In different survey participants highly ranked these three attributes about their purchasing decision and shopping habits.Al-Mamun & Mahmud (2011) were saying that consumer behavior can be easily influenced by the factor of country of origin because in domestic and international markets foreign products are dominated by their high quality and new technology. This is true facts that every consumer evaluates domestic and foreign products through quality and features of the product. Previous research shows that such characteristics as quality, durability, appearance, prestige, safety, price, availability and risk affect consumer evaluation of product quality and has a significant impact on consumers purchase preferences.S hah and Khattak (2011) said that consumer preference is directly relate to the economic growth of the country of origin. The concept of good quality is the sign of economic development that is the reason consumers of developing country prefer more foreign products rather the local brands because good quality is the sign of genuine countries. Because consumer not compromise on quality the consumer may pay for local product which are of high quality rather foreign products ignoring prices. It is an empirically meliorate that if a foreign brand with its original producer become weaker with the passage of time as the brand started to be produced locally. In developing countries like Pakistan, India and Saudi Arabia foreign brands are not prefer only because of quality but are preferred for status quo, ego. It is also proved that education, life style also in favor of imported products.Merino & Gonzales (2008) said that many organizations have changed their strategy by knowing trends of globalization which focus on global brands rather multi marketing approach. Global brands have not one line definition, but previous studies define as multi market reach of products that are perceived as a same brand planetary by customer. However brand is a communication of information, a consumer perceived to identify it. Communication stimulates active friendship of the brand presence, relevance, performance, advantages and bonding (Consumer feel the brand is only one that offer key advantages).Previous research proved that understanding the differential advantage, which global brands may have on loyalty drivers in context of Latin American markets. The consumer recognizes advantage of global brand by differentiation and enhanced quality, in other hand local brands are perceived by customer in term of fair price and popularity. That is why Brazilian seem to be more open to global brands rather than Mexican and Argentinean customers prefer local brands.Ismail, Masood & Tawab (2012) said that the most important factors that influence a consumers final decision are the price and quality of the product. Because the consumers usually relate the price of the product with its quality, a brand priced too costly is generally perceived as a high quality product. Similarly, a product priced too low affordable by many but perceived quality is low. Globalization also contributes to enable worldwide organization in one single market. Other factors which influence on the consumer preference include consumer ethnocentrism, country of origin, social status, price relativity with the competing brands and family and friends. Study unfastened that the quality of the product has more impact on purchase decision of the customer to buy global brands. In practice, our people, especially the females were found to be extremely prone to the global brands to meet current fashion and trends. Status symbol is also a factor influencing on customers to buy imported products.Ho, Tei k, Ing, Phing & Peng said that customers influence to buy global brands in search of status and perceived quality. While globalization is the success factor of many large organizations, local companies can also obtain competitive advantage through profound understanding globalization. Global brands are more likely to be preferred by consumers as they have the ability to associate status, wealth and prestige with the self-identity of a consumer and further enhance social standings in a social class. Perceived quality is the subjective judgment of consumers towards a product or brand superiority and distinction. The most influential factor among social motives for consumer shopping and purchasing decision is the enveloping desire for social status. Malaysian customers overall perceived quality of Toyota automobiles were found to have significantly higher perceived quality and status than Perodua automobiles.Theoretical FrameworkThe leechlike multivariate preferences of international brands can be explained by four independent variables (1) quality of the products (2) price of the products (3) social status (4) design of the products. Consumers of developing countries wants to purchase the products of developed countries because they subject the products of developed countries has high quality. Consumes relate the price of product with its quality, they thing that the product of low price has the low quality and a product which has a high price has a high quality. Products of developed countries are measured as indication of high social status. Consumers are also prefers the design of the products if the design of the product is good than consumer purchases it regularly.Schematic Diagram for the Theoretical FrameworkVariablesIndependent variables Quality of the products Price of the products Social status Design of the productsDependent variable Preference of international brandsHypothesesH1 There is a positive affinity between consumer purchasing attitude an d quality of the products. If the quality of a product is high than the attitude of consumer toward a product is positive and if the quality of a product is low than the consumer response is negative to purchase the product.H2 There is a negative relationship between price of the product and consumer purchasing attitude. If the price of product is high than the consumer attitude towards a product is negative and if the price of the product is low than the consumer attitude towards a product is positive.H3 Consumers prefer the international brands because it adds to the social status of consumers. Consumers will prefer the products manufactured by a foreign owned company because it adds to the social status of consumers.H4 Design of products has also positive relationship with consumer behavior. The design of a product made impact on consumer purchasing design. If the design of a product is good then customer purchases it frequently.Research MethodologyData CollectionThis research is conducted through regression analysis. In this research it is needed to understand the consumer perception of international brands over local items. The tool of our research is questionnaires this is primary research because this is firsthand knowledge or information. The research is conducting on why consumers prefer the international brands over local items of Vehari, Pakistan. The data has been collected through questionnaires and each questionnaire contains nineteen (19) statements and the questionnaire have distributed in CIIT Vehari Campus. The sample for this research included 65 consumers. Simple random sampling is used for this research for data collection.Results and AnalysisTable 01Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .527a .278 .230 .90372 a. Predictors (Constant), design, social status, quality, price From model summary of regression analysis it is evaluated that all independent variables (quality, price, social status & design) affect dependent variable (preferences of international brands) 52.7% as mentioned in table 1.Table 02ANOVAs Model Sum of SquaresDf b. Dependent Variable preferences of international brands The results of this research are more significant. Data used in this research providing accurate results as shown as .001 in ANOVA (table 2).Table 03 Coefficients Model Unstandardized Coefficients Standardized t Sig. Coefficients B Std. Error Finally regression analyses describe the relationship between dependent variables and independent variables. It also describes their relation structure, whether they have positive relation or negative. Regression analyses show that quality, social status and design have positive relation with preferences of international brand, with the increase in one unit of all there become positive change of .662, .120 and .100 occur respectively in dependent variable. The quality have positive relation with consumer preferences because the consum er perceived that the international brand have more quality rather than local items. The social status has positive relation with consumers preferences of international brands because consumers perceived that they increase their social status in society through the use of international brands. The price of products has also positive relation with consumers preferences because consumers perceived that the design of international brands is better than local items.On the other hand price has negative relationship with dependent variable, with the increase in one unit of price there become -.275 changes occur in preferences of international brand. The price of products has negative relation with consumers preferences because consumers are not preferred the international brand if it has same price as local item.Recommendations and SuggestionsOur local brands have not so good quality, their design is not well and there is no much variety in our domestic products thats why our customer goe s to purchase the international brand so frequently. local anaesthetic companies charge more price because government of Pakistan charge value added tax and other type of taxes from domestic companies so companies increase their prices thats why customer mostly purchase international brands due to their good quality, designs and lot of variety.ConclusionThis research is an important contribution consumers preferences literature. This research concluded that consumers of Vehari, Pakistan have a stronger and positive image about the international products. The feel a personal pride when have the international products.ReferencesBettman, J., Luce, M., & Payne, J. (1998). Constructive Consumer Choice Processes. diary of Consumer Research , 187-217Elliott, G. R., & Cameron, R. C. (1994). node Perception of Product Quality and the Country-of-Orign Effect. Journal of International Marketing , 49-62Holton, Robert (2000), Globalizations cultural consequences, Annals of the American Academ y of Political and Social Science, 570 (4), cxl152Hornsby, D. G. (2010) Attributes Affecting Consumer ChoiceIsmail, Z., Masood, S. & Tawab, M. Z (2012). Factors affecting consumer preference of international brands over local products. International conference on science and humanity, 2(31), 54-59Johansson, Johny K., Ilkka A. Ronkainen (2005), The esteem of Global Brands, Journal of Brand Management, 12 (5), 339-354Khattak, N. M & Shah, A. T. (2011). Consumers attitudes towards non-local products. 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