“Consumer Perceptions of Global and Local Brands in the Indian ...

is displayed in Appendix 2 as an Interview template. Due to the lack of time only one ofthe interviews is transcribed. As far as the retail interviews, out of 4 interviews onesample interview is transcribed and shown in the appendix3.7Data AnalysisThe interviews were analysed using the grounded theory approach recommended byStrauss and Corbin (1998). The grounded theory approach allows for the identification ofdifferent concepts that emerge and allows for a descriptive analysis of consumerpreferences of global over local brands. This was done by interpreting, segregating andcombining responses pertaining to consumer perceptions. Subsequently the anecdotaldata transcribed was able to follow “pattern coding”. Pattern codes are explanatory orinferential codes, ones that identify an emergent theme, configuration, or explanation.They pull together a lot of material into more meaningful and parsimonious units ofanalysis. They are a sort of meta- code (Miles and Huberman, 1994). They usually turnaround four, often interrelated, summarizers: themes, causes explanations, relationshipsamong people and more theoretical constructs.During fieldwork the researcher is looking for threads that tie together bits of data,pattern coding enables the researcher to bring common bits of data by breaking themdown into themes. Pattern coding was chosen by the researcher since the course of theinterview took place in terms of the literature review which was divided into varioussegments, it would be easier for the researcher to interpret the data from interviews whichwould be broken into themes that correlate to the literature review presented. During theinterview a number of themes were discussed with the consumers: the notion of brands,what it means to them, what are their perceptions about global and local brands, theimpact of culture, country of origin and materialism on their buying behaviour and alsohow the coming in of high street brands have affected their consumption patterns.The first step during the analysis, using pattern coding was listening to the audio-tapedinterviews several times and transcribing the same. The transcriptions was then brokendown into discrete part and examined closely. Lastly the transcriptions were comparedfor differences and similarities (Strauss and Corbin, 1988). Concepts that were similar inConsumer perceptions of Global and Local Brands in the Indian retail Industry 41