Title: Consumers' perception towards private label brands in Delhi region

Authors: Nidhi Tandon; Jayender Verma

Addresses: Department of Commerce, Faculty of Commerce and Business Studies, Manav Rachna International Institute of Research and Studies (Deemed to be University), Faridabad, Haryana, India ' Department of Commerce, Faculty of Commerce and Business Studies, Manav Rachna International Institute of Research and Studies (Deemed to be University), Faridabad, Haryana, India

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.

Keywords: retailers; private label brands; PLBs; manufacture brands; MBs; purchase behaviour.

DOI: 10.1504/IJBG.2020.109030

International Journal of Business and Globalisation, 2020 Vol.25 No.3, pp.396 - 403

Received: 28 Aug 2018
Accepted: 12 Sep 2018

Published online: 17 Aug 2020 *

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