Consumer Behaviour Towards Indigenous Home-Grown Brands: A Contemporary Analysis

Bhavya Singh1, Dr. Nimish Gupta2
Amity Business School, Amity University, Lucknow, Uttar Pradesh, India

Abstract:The present study examines consumer behaviour towards indigenous home-grown brands, focusing on the psychological, socio-cultural, and economic factors influencing purchasing decisions. With the growing emphasis on sustainability, ethical consumption, and cultural identity, indigenous brands have gained significant importance in modern markets. Consumers are increasingly drawn toward products that reflect authenticity, local values, and community support. Thisstudy highlights how emotional attachment, trust, perceived quality, and pricing play a crucial role in shaping consumer preferences. Furthermore, the role of digital media, advertising, and external influences in the decision-making process is analysed.
Keywords: Consumer Behaviour, Indigenous Brands, Purchase Decision, Cultural Influence, Brand Trust, Sustainability,Value for Money