Focus groups
To better understand Indians' attitudes toward brands, as well as toward
expenditures of money, time and effort, five Focus groups were held in India,
outside New Delhi (see Appendix). The data from the Focus groups indicate
that, as suggested by the literature, Indians do indeed have a high regard for
brands. The respondents claimed that brands provide the security of
standardized quality backed by the reputation of the manufacturer. Owing to
the standardization and security provided, the participants were willing to pay
a premium for brands, because they believe that brands are better made and
more durable. Brands project an image that is important to Indians. In addition,
brands provide not only a standardized product but also a standardized price.