COMPARATIVE ANALYSIS OF CONSUMER PREFERENCES BETWEEN INTERNATIONAL OVER LOCAL BRAND IN MANADO (CASE STUDY ON EVERBEST AND BUCCHERI)
Abstract: For customers, brand
means familiarity and credibility as they get to experience some contacts in
their everyday life; therefore, they use the brands as an indicator to try or
making decision to buy new product. Consumers especially in developing
countries have certain expectations from the brands and tend to rely on brand
as indicator to purchase by default. The shoes industry is one of the markets
that consumers are facing various choices of international and local brand and
these products are seen to be popular for consumers. The aim of this research
is to analyze consumer preferences between International over Local brand in
Manado measure by durability, country of origin, price, and style. This
research is quantitative type of research, which uses primary data obtained through
questionnaires and uses independent sample t-test as the analytical tool. The
population of this research is peoples in Manado who has experience in Everbest
and Buccheri brands, where the sample size is taken from 100 respondents who
also has experience with both brands. The result from this research found that
there is no significant difference between Everbest and Buccheri brands
measured by durability, country of origin, price, and style. Everbest and
Bucccheri should more considering on the factors that influence the consumer
buying behavior.
Keywords: comparative
analysis, consumer preferences, shoes, international and local brand, everbest
and buccheri
Penulis: Yecika Glady
Lumintang, Sifrid S. Pangemanan, Farlane S. Rumokoy
Kode Jurnal: jpmanajemendd180259
