Consumers' perception towards private label brands in Delhi region
by Nidhi Tandon; Jayender Verma
International Journal of Business and Globalisation (IJBG), Vol. 25, No. 3, 2020

Abstract: Indian retail industry is witnessing an unparalleled growth with retail name coming up in the market everyday. Due to private label brands, the organised retailing is growing at rapid pace. The aim of this research is to understand the perception of consumers towards private label brands. The study also reveals the factors that influence the PLB purchase behaviour. The research also examines the most preferred category in PLB. The research study is descriptive in nature and the sample size for this study is 120 from South-West Delhi region with the help of structured questionnaire. In the research, it is found that sales offer is one of the influencing factor followed by accessibility of products and low price which drive the consumer to purchase the private label brands.

Online publication date: Mon, 17-Aug-2020

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