Consumer Preference Towards Local and Leading National Notebook Brands: A Comparative Study in the Sivakasi Market

Ivan Kenny Raj L1, Hari Birundha2
Assistant professor, Mepco School of Management Studies, Mepco Schlenk Engineering College Sivakasi,
Virudhungar District, Tamil Nadu, India
2nd Year PG Student, Mepco School of Management Studies, Mepco Schlenk Engineering College Sivakasi,
Virudhungar District, Tamil Nadu, India

Abstract:The Study of Consumer preference is a crucial factor influencing purchasing decisions in competitive markets. The stationery industry, particularly the notebook segment, consists of both local manufacturers and leading national brands competing on various attributes such as price, quality, brand image, and availability. This study aims to analyze and compare consumer preference between local and leading national notebook brands and to identify the key factors influencing consumer purchasing behavior. The study is based on primary data collected through a structured questionnaire from consumers. The findings reveal that factors such as paper quality, durability, price, brand reputation, and availability significantly influence consumer preference. While national brands are often preferred for their perceived quality and reliability, local brands attract consumers due to their affordability and easy accessibility. The study provides valuable insights into consumer behavior in the notebook market and offers suggestions for manufacturers and marketers to improve product quality, pricing strategies, and promotional activities to enhance customer satisfaction and market competitiveness.
Keywords: Consumer Preference, Notebook Brands, Local Brands, National Brands, Purchasing Behavior, Notebook Industry, Sivakasi.