| Summary: | There had previously been researches and studies that have been conducted to analyse the consumers' perception towards domestic brands and global brands in various countries. However, there has not been research conducted extensively to examine the sportswear industry
in the Thai market. Therefore, this study's key aim is to understand the perceptions of Thai consumers towards domestic and global brands in the footwear (trainer) industry. In order to accomplish the key aim, the study is to try to identify and understand other three secondary objectives prior to the key objective. The secondary objectives were to identify the factors affecting the consumer preference towards global brands; to understand the effects of the country of origin on consumer perceptions of global brands and domestic brands; to examine intensiveness and effects of consumer ethnocentrism towards global brands in Thai consumers.
The study adopted a qualitative research method and also qualitative interview through semistructured interview process, in order to gain in depth understanding of consumers' perception towards domestic and global brands in footwear (trainer) industry. Furthermore, the interview assisted the researcher to gain value insights, beliefs and perceptions of each respondent who were interviewed. The study also offers limitations of the study and recommendations for future
research.
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