A Study on Consumer Perception Regarding Private Label Branding in India

Abstract

As majority of the present day consumers are considering brand as an important element in their choice of decision while purchasing, it is very important that sellers should capitalize on the type of brand that they are offering to the consumers. Both private labels and national brands have their own advantages and disadvantages over each other mainly in terms of pricing and quality factors. But the main motive the consumers are looking forward is to buy a product which would effectively satisfy their wants and needs. If they find a product which would satisfy their needs effectively, they would buy it irrespective of whether it is a private label or a national brand. Even the price of the product may not be a major factor in such a case. The study is mainly carried out to check the preference of the customers over the usage of private labels and national branded products to satisfy their needs and requirements. The study tries to differentiate between private labels and national brands. It checks the customer preference between private labels and national brands.

Keywords: Private Label Brands, National Brands, Customer Satisfaction