Keyword

Private Labels, Food and Non Food FMCG, Apparel, Consumer Durables

Abstract

Private labels gained an increased market penetration and are growing at a rapid rate. Retailers’ brands are to be found next to national brands in most product categories. The purpose of this study is to analyze the comparative perception of retailers for factors affecting sales growth of private labels in India. Factors taken are After sales service, Promotion, Price, Perceived Risk, Packaging and Brand Image of Store. The study comprised three categories of private labels namely Food and Non Food FMCG, Apparel and Consumer Durables. Multistage random sampling was used to collect responses from 200 store managers. A significant difference is found in perception of retailers for after sales service and perceived risk while no significant difference is found for Promotion, Price, Packaging and Brand Image of Store in the categories considered. Further study presents implications for retailers in terms of chalking out effective strategy on the basis of category of private labels. Manufacturers of national brands need to aware of gaining acceptance of private labels in various categories. This research opens up new areas of investigation for private labels in India.


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