Consumer's Perspective and Retailer's Consideration Towards Purchase of Private Label Brands

This study examines the relationship between key attributes such as (price consciousness, quality variability, brand image, store image and smart-shopper self-perceptions) towards purchase of private label brands by Indian consumers and how consumers prioritize different attributes in making purchase decision of private label brands. Hypothesis framed was tested by gathering data on select Indian retailers in Food & Grocery and clothing & apparel segment and assessed through multiple regression analysis. This paper also studies the impact of socio-demographic attributes such as (age, gender, occupation, income and qualification) on purchase of private label brands by using cross tabulation technique. The finding of the study reveals preference adopted by consumers on purchase of PLBs on the identified attributes in which brand image is the most crucial factor and self perception is the least significant factor, and the findings on socio-demographic factor reveals that all factors have positive impact towards purchase of PLBs. Based on the findings it is suggested that retailers of PLBs should adopt appropriate strategies for increasing the revenue from PLBs in their stores.