A Conceptual Study on the Factors Influencing Consumer Buying Behaviour towards Indigenous White Goods Brands

Abstract: The white goods markets, which includes appliances like refrigerators, washing machines, and air conditioners, microwaves have traditionally been dominated by global brands. However, indigenous brands are gaining more attention in emerging markets and understanding what drives consumers to choose them is essential. This paper presents a conceptual framework to explore the key factors that influence consumer buying behaviour towards indigenous brands in the white goods sector. The framework combines insights from consumer behaviour highlighting factors such as product quality, price, aſter-sales service, cultural relevance, and national pride. It also looks at how trust, perceived service quality, and brand loyalty play a role in the decision-making process. By offering a comprehensive understanding of these factors, the study aims to provide valuable guidance for marketers and policymakers in promoting indigenous brands. The study shed light on the challenges, opportunities and future outlook of white goods in indigenous brands. This framework also suggests future research areas to validate these factors and improve indigenous brand strategies.