Private Label
PRIVATE LABEL BRANDS AND THEIR PERCEPTION AMONG INDIAN YOUTH
Dr. Ankit Mehrotra
Faculty Jaipuria Institute of Management, Lucknow
Dr. Reeti Agarwal
Faculty (Marketing), Jaipuria Institute of Management, Lucknow Article No: 180 Year:November 2009 ISSN 0974 – 9497 Volume 3, Issue 4/4
Abstract: Retail and real estate are the two booming sectors of India in the present times. Retail, one of India’s upcoming industries, has presently emerged as the most dynamic and fast paced industries of recent times with several players entering the market. One of the routes taken up by Indian retailers to succeed in the retail business is to focus on private label brands. Retailers use private label brands to compete with the national brands by setting competitive price points. Determining customer perception towards private label brands is an essential part of a retailer’s marketing strategy formulation process. To gain this understanding in respect of Indian customers specially the youth of India, the study was conducted using the personal survey method on respondents taken from the northern part of India. The major findings of the study depict that though respondents on the whole prefer national label brands over private label brands, the preference pattern is significantly affected by the age and profession of respondents. Age and profession were also found to affect the preference pattern and satisfaction level of respondents in respect of private label brands in different categories of products. Key words: profession Private label brands, apparels, grocery, electronics, Indian youth perception, age,
INTRODUCTION The Indian retail market, which is the fifth largest retail destination globally, has been ranked the second most attractive emerging market for investment after Vietnam in the retail sector by AT Kearney 's seventh annual Global Retail Development Index (GRDI), in 2008. The share of retail trade in the country 's gross domestic product (GDP) was between
Dr. Ankit Mehrotra
Faculty Jaipuria Institute of Management, Lucknow
Dr. Reeti Agarwal
Faculty (Marketing), Jaipuria Institute of Management, Lucknow Article No: 180 Year:November 2009 ISSN 0974 – 9497 Volume 3, Issue 4/4
Abstract: Retail and real estate are the two booming sectors of India in the present times. Retail, one of India’s upcoming industries, has presently emerged as the most dynamic and fast paced industries of recent times with several players entering the market. One of the routes taken up by Indian retailers to succeed in the retail business is to focus on private label brands. Retailers use private label brands to compete with the national brands by setting competitive price points. Determining customer perception towards private label brands is an essential part of a retailer’s marketing strategy formulation process. To gain this understanding in respect of Indian customers specially the youth of India, the study was conducted using the personal survey method on respondents taken from the northern part of India. The major findings of the study depict that though respondents on the whole prefer national label brands over private label brands, the preference pattern is significantly affected by the age and profession of respondents. Age and profession were also found to affect the preference pattern and satisfaction level of respondents in respect of private label brands in different categories of products. Key words: profession Private label brands, apparels, grocery, electronics, Indian youth perception, age,
INTRODUCTION The Indian retail market, which is the fifth largest retail destination globally, has been ranked the second most attractive emerging market for investment after Vietnam in the retail sector by AT Kearney 's seventh annual Global Retail Development Index (GRDI), in 2008. The share of retail trade in the country 's gross domestic product (GDP) was between
References: 17 Nelson, Phillip (1974)