What Matters in Consumer Purchase Decision of Private Label Brands

The evolution of private label brand leads the different level of competition between retailers, private label brand and leading brand manufacturers. The major fruitfulness of private label brand is no more hidden marketers know that the private label brand can enhance the bargaining power of retailers over the leading brand manufacturer. The retail sector of India is repeatedly observing the transformation in local structure and this transformation caused as the Indian consumers start to focus on the private label brand as compare to leading brands. These changes also influenced the promotion mix strategies of private label brand. Supermarkets in India become more prominent and more sophisticated; their private labels are becoming more ubiquitous generating opportunities for store branding and margin control. Global food retailers have for long acknowledged the potential of private labels and have positioned their private labels as brands in their rights with the objective to analyse the buying decision of the consumer towards the private label brands. To get a complete picture of the various factors that influence the consumer buying decision study focus on awareness, quality, price and consumer perception towards the private label brand. The present empirical study will provide a significant implication for the private label brand strategist.