Convenience and Shopping Products, Global Brands or Local Brands (An Empirical Study of Consumer Market Options in Surabaya)

Siswati, Endang and Rosyafah, Siti and Hidayat, Wanda G.P.A. (2020) Convenience and Shopping Products, Global Brands or Local Brands (An Empirical Study of Consumer Market Options in Surabaya). TEST Engineering & Management http://testmagzine.biz, 83. pp. 1681-1687. ISSN 0193-4120

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Abstract

This research was carried out in Surabaya by observing 110 respondents for one month, and aims to find out and describe the description of consumers in Surabaya on the consumption of convenience products and fashion products, global brands and local brand products. This study uses a qualitative descriptive approach, data collection techniques used are observation, interviews, and documentation. After the data is obtained from the field, it is analyzed using qualitative data analysis techniques by analyzing all data, then reducing, categorizing, and interpreting. The results showed that of 110 consumers in the city of Surabaya consuming convenience products and shopping products from global brand products 2.3% smaller than local brand products. The results of this discovery are almost the same as those of R. Michelle., & Deshpande. 2013, which found that basically both global brand products and local products have approximately the same quality with an almost balanced comparison, the quality of local brand products is also not inferior to global brand products. This finding is different from Kussudyarsana's (2016) discovery that global brand products are preferred over local brand products, on the grounds that global brands are identified by consumers with quality products.\

Item Type: Article
Uncontrolled Keywords: convenience products, shopping products, global brands, local brands, consumer markets
Subjects: Marketing
Management > Marketing
Divisions: Faculty of Economic & Business > Bachelor of Management & Business
Depositing User: Perpus Ubhara Surabaya
Date Deposited: 01 Oct 2020 05:01
Last Modified: 01 Oct 2020 05:01
URI: http://eprints.ubhara.ac.id/id/eprint/597

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