An Empirical Study on Consumers’ Preferences towards Store Brands of Food and Grocery in Organized Retail Market

Indian retailing market has an astonishing expansion in the modern decade with the beginning of elegant and assorted formats in the retail souk. Though unorganized retailing format (local Kirana stores) is a traditional and evergreen format in attracting customers since centuries, the evolution of organized retail chains with numerous ranges in groceries and food items, it has become a hypothetical situation for the customers to choose their choice among or organized and unorganized retail stores. The present study was conducted among the customers located in the Vijayawada city, Andhra Pradesh. The major objective of the study is to know the major factors that influence the customers to purchase store brands in the retail chains with respect to their income levels located in Vijayawada City. The results of the study highlight the major factors that influence customers to prefer private labeled brands when compared to manufacturer brands.