Title: Factors affecting trust on international brands: a study of hypermarkets in Mauritius

Authors: Manish Srivastava

Addresses: School of Business, Kaziranga University, Koraikhowa, NH-37, Jorhat, Assam, India

Abstract: The purpose of this paper is to analyse and explore factors that influence consumers trust for the international brands. The reason to choose Mauritius for the study is as it is a small country and dominated by many international brands. The relation between Mauritian culture, theory and the perception of individuals is explored and it was found that there is a 'natural trust' for domestic brands prevalent in Mauritius that an international company wishing to be successful has to consider. The hypotheses was formed and tested in order to have relevant results from the consumers' perspective. However, in this study survey methodology has taken place. A total of 100 questionnaire responses were used to empirically test the consumer trust for international brands. This study found that various factors studies like national culture, perception and brand strategy are having a significant influence on customer trust.

Keywords: consumer trust; international brands; national culture; consumer perceptions; hypermarkets; Mauritius; brand strategy.

DOI: 10.1504/IJBG.2015.071148

International Journal of Business and Globalisation, 2015 Vol.15 No.2, pp.109 - 129

Received: 02 Sep 2014
Accepted: 23 Feb 2015

Published online: 13 Aug 2015 *

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