Influence of Demographics on indian brands in The Global Market

Globalization of the markets presents vital challenges and opportunities for the multinational companies worldwide. In accordance with the advancements in globalization, numerous international companies moved beyond the “multi-domestic approach”, in which local subsidiaries market domestically developed products to the locally inhabitant population, to a “global approach”, in which firms market their offerings on a global basis incorporating subtle adaptation for domestic customers (Steenkamp & De Jong, 2010). The growth of global brands seems alluring because they can create economies of scale, scope in research and development, manufacturing, sourcing, and marketing. Brands today are often the “most valuable capital of a business”, Kapferer stated in his book “The Brand” in 1992. The purpose of the paper is to study the influence of demographic factors on brand performance. Demographic factors used in the study are age, gender, educational qualification, country and continent. The present study categorized brand performance into two constructs as functional brand performance and emotional brand performance. The study used a online questionnaire. A sample of 182 respondents from 11 countries were taken into consideration. The study indicated that continent had significant influence on brand performance.