A Study on Customer Preferences towards Selected Local Omani (FMCG) Products

It is very important to study Consumer awareness and preferences towards selected local Omani (FMCG) products to understand the main reasons why people prefer branded products available in the market other than local products. To identify the reason why people reluctant to buy local products. Brand preference is closely related to brand choice that can facilitate consumer decision making and activate brand purchase. Knowing the pattern of consumer preferences across the population is a critical input for designing and developing innovative marketing strategies. It reveals the heterogeneity of consumer choices leading to efficient market segmentation strategies. The cultural, social, psychological and personal factors of consumers lead to the preferences of consumer products. To look in depth about the national branding, it is vital that research need to be conducted in this field as different aspects. This research looks into the consumer awareness and preferences towards Omans local products. The citizens and expatriates views on nations local branding in general and branding Oman in particular is also been looked into the study. The study looks forward to find the result for giving appropriate recommendations if there exist a gap.