Factors affecting trust on international brands: a study of hypermarkets in Mauritius
by Manish Srivastava
International Journal of Business and Globalisation (IJBG), Vol. 15, No. 2, 2015

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.

Online publication date: Thu, 13-Aug-2015

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