IJMT Volume 2, Issue 7 ISSN: 2249-1058 __________________________________________________________ A Monthly Double-Blind Peer Reviewed Refereed Open Access International e-Journal - Included in the International Serial Directories Indexed & Listed at: Ulrich's Periodicals Directory ©, U.S.A., Open J-Gage, India as well as in Cabell’s Directories of Publishing Opportunities, U.S.A. International Journal of Marketing and Technology http://www.ijmra.us 11 July 2012 Imported Versus Local Products: Why and How People Respond Against Different Categories? Husain Salilul Akareem* Mohammad Tanvi Newaz* Murtaza Faruquee** __________________________________________________________ Abstract Historically people of Bangladesh have preference for imported products and services. The purpose of this exploratory study is to understand the present situation of local or global brand preferences and their underlying reasons. A total 203 customers of consumer products and services were asked about their purchase tendency from different age, income and occupational groups. Associations were measured for different demographic variables with product categories and reasons for selecting imported and local brands. The finding of the study shows that preference for purchasing different product categories differ for imported or local brands. Brand value, performance, marketing efforts, symbol of status, and sales presentation are identifiable reasons for choosing imported items, whereas familiarity with lifestyle is the reason for choosing local brands which are associated with demographic variables. Marketers should count these links for their segmentation and target marketing process for developing better marketing strategies. Keywords: Consumer behavior, imported products, local products, product categories, * Lecturer, BRAC University, Bangladesh. ** Graduate Student, BRAC University, Bangladesh.