Student Name:

Student ID Number:

Module Code: GRM 5035

Assignment Title Research Methods for Business

Date:
1. Introduction

Oman is going through a lot of development and change right now, which is drawing in firms
from both within and outside the country. A lot of individuals in Oman have foreign names,
which affects what they purchase. Some of them are Zara, Starbucks, and McDonald's.
Omani Air, Khimji, and Lulu Hypermarket are among local enterprises that compete with
multinational brands. To urge consumers to purchase products created in the United States
instead of things made in other nations, governments and corporations have started "buy local"
initiatives. Because of this, a lot of individuals are trying to convince consumers to purchase
things created in their own nation. People desire to purchase foods made in their own country
for a lot of different reasons. They think these foods are healthier for the world, people's health,
and the economy, which is one reason. So it is important to research about Oman consumer
choice preferences regarding local and Global brands.

1.1 Statement of Research Problem

Oman has a lot of more global corporations today, but local businesses are still trying to get a
piece of the market and make an impact in the economy and culture. But big corporations all
around the globe have more money, a stronger marketing strategy, and a lot more experience
with clients. This makes it tougher for a lot of small firms to get more customers and market
share.The research is founded on the following research questions in order to address the issue
of how local firms can conduct market positioning.

1. What is the consumer perception regarding local and global brands in Oman?
2. What are the key factors that influence Omani consumer’ purchasing decision between
global and local brands?
3. What are the strategies that local brands can adopt to make strong position in the market
against global brands?

1.2 Research Objectives

1. To explore consumer perception regarding local and global brands in Oman.

2. To identify the key factors that influence Omani consumer’ purchasing decision
between global and local brands.
3. To analyze strategies that local brands can adopt to make strong position in the market
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 against global brands.

2. Literature Review

2.1 Brand-related factors

Brands have a big impact on how people think, feel, and behave in many different ways. Prior
research on both international and domestic brands indicates that the correlation between a
brand's origin and public perception may be elucidated by its level of recognition and esteem.
Davvetas & Diamantopoulos (2018) examined the impact of brand origin in the developed
markets of the United States and South Korea. Their research demonstrated that individuals in
these nations choose global brands due to their quality and reputation. That being said, like
most individuals in the world. Dekimpe & Deleersnyder (2017) believes that brands from
developed countries usually have a greater market reach, higher quality standards, and a strong
reputation. People in poor nations appreciate items created in more developed markets more,
which may make them believe these firms are even better. People could still prefer them
because they are the most well-known brand, even if the goods aren't really superior in terms of
quality and value.

Gaafar & Al Yaaribi (2025) found no influence of perceived brand globalness (PBG) on brand
status and quality in a developed nation like the US. This could be why this is happening.
Perceived brand globules is "a perception that can only be formed if consumers believe the
brand is marketed in multiple countries and is generally recognized as global in these
countries". The author discovered a favorable correlation between PBG and quality and rank in
emerging markets such as India and Madagascar. One reason might be that people in
developing markets can't afford to buy global brands, which changes how much they respect
and value those names (Al Fazari & Al Kindi, 2024). Puspamurti & Cokki (2023) state that
individuals think a firm or business is better when they trust it. Their marketing and slogans are
all about quality, and the fact that they charge more for their goods makes it seem like they are
superior quality. People don't actually want to purchase local brands because they believe
they're superior. People typically think of global brands as reflecting things like innovation,
prestige, respect, social approbation, excitement, and status, all of which make consumers feel
good. Greater pricing made customers feel differently and choose different brands.

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2.2 Cultural dimension

According to Wróblewski et al. (2018) individuals in a specific nation or region have distinct
cultural values. They are more generic, unclear aims or methods of operating that everyone in
that group agrees on. Numerous studies in international marketing demonstrate the influence of
cultural values on consumer perceptions and responses to both foreign and domestic enterprises.
Individuals often see global enterprises as contemporary, dynamic, and progressive. They
pertain to universalist, stimulating, autonomous, and innovative concepts. Universalism and the
concept of the common good are interconnected. Stimulation is generally associated with
feelings of challenge, excitement, and novelty. "Self-direction" might represent freedom, fresh
ideas, or using other people for your own gain (Luo, 2024).

Falk & Hagsten, (2024) assert that innovation is associated with advancement and novelty.
These ideas indicate what global brands look like and how significant they are. Individuals who
have particular cultural qualities enjoy global companies and think well of them. People in
emerging nations think that global brands are linked to prosperity, wealth, and a brighter future.
This indicates that these brands often perform better under ascending market conditions. Studies
indicate that consumers seeking power are influenced by both personal and material aspects
(Thach et al., 2018). People in this category like to adopt foreign names because they think they
are status signals. These names might give individuals a sense of power and control. People
prefer these firms because they care about the environment and follow traditions.

A traditionalist perspective of the world includes following and supporting a given religion or
cultural norm. Because of this, small companies frequently have the same cultural values as
their devoted consumers, who therefore behave in keeping with those beliefs. Thach et al.,
(2018) assert that local names are optimal for individuals want to purchase in accordance with
established practices, without altering their habits or contravening societal norms. Thach et al.,
(2018) did research in Thailand and Turkey that illustrates how traditional values affect Thai
buyers' propensity to purchase things created in Thailand.

2.3 Consumer-related factors

Also, the way people feel about both local and international enterprises is affected by their basic
buying attributes and the cultural beliefs they have. The name of the customer is one of them.

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When consumers pick global brands over local ones, it shows that they see themselves as global
citizens. This indicates they believe they are part of a wider global group and share a worldwide
lifestyle with people from all over the globe (Wang, 2025). Conversely, those who really
identify with their town and like the local lifestyle are more inclined to endorse local brands. A
person's local or global identity may also shape their perceptions of a brand's origin and their
preference for global vs local businesses. This link, however, may vary in some circumstances.
People who feel more tied to a global identity are more inclined to shop at local stores when
things are unsettled. On the other side, those who are well-known in their home nation prefer to
choose foreign names. People think differently when they are unsure, which has this impact.
That manner, people might modify how they shop (Wintersberger, 2024). Still, the impact of
buyer identity could be different in various countries. Studies conducted in two African
marketplaces (Ghana and South Africa) indicate that socially conscious consumers choose
foreign names. The findings, however, indicate that local culture has little influence on
Ghanaians' brand preferences. People in expanding regions assume that foreign names are
superior, hence local names don't matter as much there. Also, rivalry between local and foreign
names is becoming stronger since more and more individuals have more than one identity
(Foxall, 2016).

3. Research Philosophy

This study will use the interpretivist research technique, which suggests that we should look at
how society and culture shape how customers act, think, and feel. The interpretivist technique is
appropriate for this research since it seeks to understand how Omani consumers perceive and
differentiate between local and international enterprises, rather of only analyzing numerical
data.

3.1 Research Design and Strategy

The current study will use both quantitative and qualitative method of research. Systematic
literature review will be done for getting knowledge about the branding and other marketing
strategies. A survey questionnaire will be used for quantitative research. It will be distributed
via google forms to consumers of Oman through Social media. Quantitative studies seek to
establish correlations between events and outcomes, while descriptive studies aim to elucidate
observable phenomena across several elements, sometimes providing numerical data such as
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percentages. The primary technique to get data for this project will be via an online poll form
provided using Google Docs. The questions will be adjusted from three acceptable scales to
match the culture of the individuals who fill them out.

3.2 Participants of the Study

The research will include people from Oman. It is aimed to send at least 100 plus questionnaires
for consumers of Oman and aimed to collect at least 100 complete response for data analysis.
The population of the study is the people who are 18 plus in the Oman and use different brands
in their daily routine life.

3.3 Data Collection

The major method that the research gets its data is via delivering an online survey to individuals
in Oman. The poll's Likert-scale questions cover a lot of different things, such what makes
consumers decide what to purchase. People are less likely to worry about getting in trouble for
handing out personal information when they fill out a questionnaire. It allows a lot of
individuals offer responses that are the same and can be measured, which is vital for research.

3.4 Statistical Analysis

The data will be analyzed in the SPSS latest version software in terms mean, standard deviation
and frequency to analyze the consumer perceptions about using local products. Regression
analysis and correlation analysis will be done to check the relationship between factors that
influence consumer purchase decisions and choice of brand. To check the validity of
questionnaire we will use Cronbach alpha test. It is expected to draw the reliability above 7.

3.5 Ethical Consideration

For doing any kind of Research it is necessary to consider some Ethics. The current study will
strictly follow the Ethics of the research. Researcher will ensure that no animal or human harm
in this research. The data will be taken from the adults only. Personal information of the
individuals will not be revealed. Participants’ consent must be taken before filling the form. All
the research information will be kept confidential.

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4. Conclusion

This research examined the behavior of Omani consumers towards both domestic and
international enterprises. It found that Omani clients are particularly focused on their own
culture, which is easy to see, and that they may be readily swayed by other individuals. This
research may assist small company owners and shoppers in Oman better market their items as
being manufactured in the nation since people desire to purchase things made in their own
country so much.

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5. References

Al Fazari, H. and Al Kindi, G. (2024) ‘Sohar University (Oman): Building a knowledge nation
and a global brand’, Springer Business Cases, pp. 237–258. doi:10.1007/978-3-031-
63394-2_12.

Davvetas, V. and Diamantopoulos, A. (2018) ‘“should have I bought the other one?”
experiencing regret in global versus local brand purchase decisions’, Journal of
International Marketing, 26(2), pp. 1–21. doi:10.1509/jim.17.0040.

Dekimpe, M.G. and Deleersnyder, B. (2017) ‘Business Cycle Research in Marketing: A Review
and Research Agenda’, Journal of the Academy of Marketing Science, 46(1), pp. 31–58.
doi:10.1007/s11747-017-0542-9.

Falk, M.T. and Hagsten, E. (2024) ‘Factors with ambiguous qualities for cultural World
Heritage Sites’, Journal of Cultural Heritage, 66, pp. 384–391.
doi:10.1016/j.culher.2023.12.009.

Foxall, G.R. (2016) ‘Consumer choice as decision: Meso-cognitive psychology’, Perspectives

on Consumer Choice, pp. 259–277. doi:10.1057/978-1-137-50121-9_10.

Gaafar, A. and Al Yaaribi, A. (2025) ‘The role of service quality in enhancing the brand image
of sports clubs in the Sultanate of Oman’, Journal of Arts and Social Sciences, 16(2).
doi:10.53542/2522-2279.1430.

Klinger, T. (2023) ‘Branding and Spatial Planning in Oman: A neoliberal turning point in
politics?’, Branding the Middle East, pp. 341–360. doi:10.1515/9783110741100-020.

Luo, L. (2024) ‘Analysis of Japanese cultural patterns —based on Hofstede’s value dimensions
and Minkov’s cultural dimensions’, International Journal of Education and Humanities,
14(1), pp. 367–374. doi:10.54097/atw22v23.

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Puspamurti, E. and Cokki, C. (2023) ‘Pengaruh plot connection Dan brand prominence Dalam
Penempatan Produk Pada web series TERHADAP brand recall, brand recognition, Dan
brand attitude’, Jurnal Manajemen Bisnis dan Kewirausahaan, 7(4), pp. 858–869.
doi:10.24912/jmbk.v7i4.25387.

Thach, S., Unni, R. and Abdelmoety, Z. (2018) ‘Local Brands and Global Brands: Competition
in Emerging Markets’, SSRN Electronic Journal [Preprint]. doi:10.2139/ssrn.3175559.

Wang, Z. (2025) The influence of ai on consumer behavior: Shaping choices and preferences in
the Digital Marketplace [Preprint]. doi:10.2139/ssrn.5179512.

Wintersberger, K. (2024) Navigating protein choices: Consumer choices vs climate crisis

[Preprint]. doi:10.2139/ssrn.4979503.

Wróblewski, Ł., Bilińska-Reformat, K. and Grzesiak, M. (2018) ‘Sustainable activity of

cultural service consumers of social media users—influence on the brand capital of
cultural institutions’, Sustainability, 10(11), p. 3986. doi:10.3390/su10113986.

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Appendices

Acknowledgement of the Use of AI

Student Name:

Student ID Number:

Module Code: GRM 5035

Assignment Title Research Methods for Business

Date:

Acknowledgement (Delete & Update as Appropriate)

 No content generated by AI technologies has been presented as my own work.

The following prompts were input into [name of AI + URL]:

List prompts here N/A

The output was changed by me in the following ways:

Explain the actions taken here

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