According to the respondents, Indians perceive that brands reduce overall
costs, because they save time, effort and stress. However, despite the perception
that brands ensure quality and reduce other costs, the respondents concurred
that Indians are still concerned about being prudent shoppers. To explore these
issues further, a survey was then conducted in India and the USA. The results
provided data to quantify the Focus group findings and to test them in a crosscultural
price/brand effect model.