Consumer Perception of Global vs.

Local
Brands:
The Malaysia Car Industry
(PERODUA vs TOYOTA)
 Abstract

This study examines consumer perception of global brands vs. local brands in the

Malaysia car industry. Consumer brand perceptions have substantial implications in

Marketing. The study explores and understands consumer perceptions of global and

local car brands in Malaysia by accomplishing the secondary objectives. The secondary

objectives were achieved by highlighting the factors that affect consumer preference

for global brands; by examining the effects of country of origin on consumer

perceptions of global brands and local brands; and by studying the effects of

consumer ethnocentrism towards global brands.

For creating a deep understanding of consumers’ insights of global car brands against

local car brands, qualitative approach was adopted with an in-depth and semi-

structured interview process. Interviews as a qualitative tool helped the researcher to

uncover individual’s covert feelings and emotions towards perception of global

brands vs. local brands.