An examination of consumer perception of local vs. international retail brands: A study of supermarkets in Yobe State
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Background of the Study
The retail market in Nigeria has seen an increase in both local and international retail brands, particularly in the supermarket sector. While local brands are familiar to consumers and often have the advantage of catering to cultural and regional preferences, international brands typically carry the appeal of quality assurance, innovation, and global recognition. In Yobe State, a region with a diverse population and varied economic conditions, consumer perception of local versus international retail brands can significantly affect shopping preferences and purchasing behavior.
Understanding how consumers perceive local and international brands is critical for retailers seeking to optimize their market positioning and customer engagement strategies. Local brands often emphasize their connection to community values, affordability, and local availability, while international brands leverage global trends and advanced product offerings. However, factors such as price sensitivity, quality perception, and brand trust play a significant role in shaping consumer preferences in Yobe State.
This study aims to explore consumer perceptions of local versus international retail brands and examine the factors that influence these perceptions in the supermarket industry of Yobe State.
Statement of the Problem
In Yobe State, supermarkets often face the challenge of balancing the appeal of local and international retail brands. While international brands are associated with quality and innovation, local brands may resonate more with consumers seeking familiarity and affordability. There is a lack of empirical research on how consumers in Yobe State perceive and differentiate between local and international retail brands, making it challenging for retailers to develop effective marketing strategies. This study seeks to examine the key factors influencing consumer perceptions of local versus international brands in the supermarket sector.
Objectives of the Study
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To assess consumer perceptions of local and international retail brands in Yobe State.
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To identify the factors influencing consumer preferences for local versus international retail brands.
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To evaluate the impact of brand perception on consumer purchasing behavior in supermarkets in Yobe State.
Research Questions
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How do consumers in Yobe State perceive local and international retail brands?
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What factors influence consumer preferences for local versus international retail brands in supermarkets?
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How does consumer perception of brand influence purchasing decisions in supermarkets in Yobe State?
Research Hypotheses
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Consumers in Yobe State perceive international retail brands as higher quality than local retail brands.
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Factors such as price, quality, and brand reputation significantly influence consumer preferences for local versus international retail brands.
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Consumer perceptions of local and international retail brands directly impact purchasing decisions in supermarkets in Yobe State.
Scope and Limitations of the Study
This study will focus on consumers in Yobe State and examine their perceptions of local and international retail brands in supermarkets. It will explore factors such as quality, price, and brand trust. Limitations include the potential for sample bias and the challenge of capturing the full spectrum of consumer preferences in a diverse region.
Definitions of Terms
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Consumer Perception: The way in which consumers view or interpret a brand based on their experiences, beliefs, and preferences.
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Local Retail Brand: A retail brand that originates within a specific country or region and typically caters to local preferences.
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International Retail Brand: A retail brand that operates across multiple countries and is associated with global standards of quality, innovation, and recognition.
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