Brand Trust Research Paper

Authors: Krish Bharti, Dr. Ankur Sharma

Abstract: The present study explores how one may distinguish between brand trust and quality perception when evaluating local and branded products in India. It is based on a primary research survey that gathers information from 60 respondents by means of structured Likert-scale questionnaires. The research tests hypotheses about the relationships of brand perception to quality expectation and purchase preference. It also looks into the changes in brand trust and quality perception that are related to local brands or to national ones. Such a comparison between the consumer trust in local versus national brands helps in deeply understanding the consumers' buying decision behavior, which is of utmost interest to the business organizations, policymakers, and the researchers as well.The results illustrate the existence of a significant quality perception gap in favor of branded products (72.2% associate high quality) and that a significant trust differential (56.7%)indicate trusting branded products more) exists. Despite this, local products continue to have price perception advantages (56.7% perceive as reasonably priced) as well as a community support recognition (61.6% acknowledge local economic benefits).

DOI: https://doi.org/10.5281/zenodo.17962487