A Study on Brand Preference Towards Foreign vs. Local Brands in the Indian Smartphone Market

Abstract

This study investigates the determinants of Indian consumers’ preferences towards foreign versus local smartphone brands. Drawing from prior literature on brand perception, globalization, and consumer behavior, the research employs a quantitative approach using survey data (N=100). Constructs include Foreign Preference (FP), Price Sensitivity (PS), Social Media Influence (SMI), and Globalization Orientation (GLO). Reliability analysis confirmed strong internal consistency for most constructs. Regression analysis revealed that globalization orientation positively predicts foreign preference, price sensitivity has a negative effect, and social media influence unexpectedly shows a negative association with foreign brand preference. However, social media buffers the negative effect of price sensitivity. Findings have implications for both foreign and domestic smartphone brand strategies in India.