A Study On Consumer Perferences About Foreign Brand Vs Local Brand

Abstract

This Study Explores The Evolving Preferences Of Indian Consumers—particularly Youth Aged 18 To 40—toward Foreign Versus Local Soft Drink Brands, With A Focus On Coca-Cola And Thums Up. The Research Aims To Understand The Factors Influencing Brand Choice And How Cultural Identity, Marketing Strategies, And Ethical Considerations Shape Consumer Behavior. A Descriptive Research Design Was Employed, Using A Structured Questionnaire To Collect Primary Data From 100 Respondents Across Urban And Semi-urban Regions. The Sample Included A Mix Of Students, Professionals, And Homemakers, With A Majority Falling In The 18–25 Age Group.Findings Reveal That Taste Is The Most Dominant Factor, With Coca-Cola Leading In Preference Due To Superior Taste, Advertising Appeal, And Affordability Perception. However, Thums Up Enjoys Strong Cultural Resonance, Sustainability Perception, And Loyalty Linked To National Identity. The Research Highlights That While Coca-Cola Dominates Short-term Choices, Local Brands Can Gain Long-term Loyalty By Aligning With Sustainability, Employment Generation, And Social Responsibility.At The Same Time, Local Brands Are Increasingly Associated With Sustainability, Eco-conscious Packaging, And Employment Generation, Making Them Attractive To Ethically Aware Consumers. Occasion-based Consumption Patterns—such As Soft Drinks Being Preferred During Outings, Parties, And Celebrations—further Indicate That Consumer Choices Are Situational Rather Than Fixed. Peer Influence And Cultural Symbolism Emerge As Hidden Drivers Of Preference, Reflecting How Social Identity And National Pride Contribute To Long-term Brand Loyalty. Thus, Consumer Behaviour In The Soft Drink Industry Is Not Only Guided By Functional Attributes Like Taste And Price But Also By Psychological, Cultural, And Ethical Considerations That Redefine Brand Competitiveness.

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