Impact of the 'Vocal for Local' Campaign on the Buying Habits of Urban Consumers

Abstract

This research examines the influence of the ‘Vocal for Local’ campaign on the purchasing patterns of urban consumers. Utilising a descriptive research design, the study investigates how factors like nationalistic sentiment, perceived quality, and price competitiveness drive the shift from global to indigenous brands.

Through an empirical analysis of urban respondents, the study identifies a growing preference for local goods in the FMCG sector, though brand heritage remains a hurdle in durables. The findings offer critical insights into consumer ethnocentrism, suggesting that while awareness is high, sustainable adoption depends on closing the quality-price gap. This research provides vital insights for marketers aiming to leverage the "local" tag to gain a competitive edge.