Write short notes on the concept of the Product recognition continuum.

I have lost all hope but I believe this forum can help me. My question is the definition of Product recognition continuum.
Add a comment

1 reply

"Product recognition continuum: A product recognition continuum has been proposed by researchers, that explains produce awareness and recognition amongst consumers of foreign cultures. The five-stage continuum explains product recognition from mere awareness of a foreign brand amongst consumers in a local market to a complete global identification of the brand. Stage 1: In stage one, the local consumers are aware of a brand that is “foreign and alien.” They have heard or read about this “foreign” brand, and may find the product/service offering as also the brand to be desirable. However, it is unavailable to them as it is not sold in their country. For example, Lamborghini and Porsche. Stage 2: In stage two, the “foreign” brand is available in the local market. Local consumers are aware of the brand being “foreign” and made in a particular country. However, consumers have their own perceptions with respect to foreign brands which may be favorable or unfavorable. For example, BMW and Mercedes. Stage 3: In stage three, the “foreign” or “imported” brand is widely accepted and accorded “national status”. While it national origin is known, it does not affect their purchase choice. For example, Suzuki and Samsung. Stage 4: In stage four, the foreign brand is converted partly or wholly into a domestic brand. The local consumers no longer consider it to be a foreign brand and perceive it as a local brand. While its foreign origin may be remembered, the brand has been adopted so very well that is “naturalized.” For example, Colgate and Cadburys. Stage 5: In this last stage, the foreign brand has so very well adopted and assimilated that the people no longer regard it as “foreign”. In fact, many are not even aware of the country of origin, and never even bother to ask so. It is regarded as purely global or “borderless.” For example, Unilever (Hindustan Unilever), Xerox and Dettol.Source: http://in.docsity.com/en-docs/Product_Recognition_Continuum_-_Consumer_Behavior_-_Solved_Quiz_"
Add a comment