Consumer’s Preference for Indian Products: A study on Bengaluru Urban


Jennifer Fernandes
Saraswathi Satish


Objectives: The present study focuses on consumer’s preference for Indian products with reference to Bengaluru Urban. Methodology: Primary data is collected from 50 respondents using simple random sampling through telephonic interview. Secondary data is collected from articles and journals. SPSS and Microsoft Excel are used for compilation and analysis of primary data. Regression and Chi-square analysis is used to test the hypothesis. Findings: There is a significant relationship between the consumer’s preferences and Indian products in Bengaluru Urban. The correlation matrix shows the correlation co-efficient value of Healthy is .937, Reasonable prices is .93 and this clearly shows that healthy, reasonable prices are the major reasons for preferring Indian products by the consumers. The study also finds that on one hand majority of the respondents prefer Indian manufactured soap, detergents, beauty products, hair care, food articles and automobiles while on the other hand they prefer foreign goods when it comes to buying electronic goods like television, refrigerators and mobile phones due to the quality aspects. Novelty: This study highlights the usage and preferences of Indian products with reference to Urban Bengaluru.