Yemeni Consumer Preferences for Product Strategies For Local and Foreign Brands

This study aimed to measure Yemeni consumer preferences for product strategies for local and foreign brands, using a survey approach and a questionnaire tool to collect data through a deliberate sample consisting of (410) individuals, who were divided into (205) individual consumers of local and foreign goods, and (205) individual consumers of local and foreign services, this is according to the criterion of exposure to advertisements of local and foreign brands.

The study reached several results, the most important of which are:

-      There is a statistically significant difference in Yemeni consumer attitudes towards branded products, as a result of the difference in the brand identity of the product (local/foreign).

-      There is a statistically significant difference in the degree of Yemeni consumer preference for the strategy of brand product attributes, as a result of the difference in the brand identity of the product (local/foreign).

-      There is a statistically significant difference in the degree of Yemeni consumer preference for the self-identification strategy with brands, as a result of the difference in the brand identity of the product (local/foreign).

-      There is a statistically significant difference in the degree of Yemeni consumer preference for the strategy of brand product appearance, as a result of the difference in the brand identity of the product (local/foreign).

-      There is a statistically significant difference in the degree of Yemeni consumer preference for the brand personality strategy, as a result of the difference in the brand identity of the product (local/foreign).