A STUDY ON THE CONSUMER BEHAVIOUR TOWARDS PRIVATE LABEL BRANDS
| Main Authors: | Jithenthiraa Deyvasigamani Senthilkumar, Dr. D. Divya Prabha, Dr. V. B. Mathipurani, S. Selva Krishna |
|---|---|
| Format: | Article Journal |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
https://zenodo.org/record/2656261 |
Daftar Isi:
- The retail scene is facing a change in the increase of private label brands in apparel segment. Many of the retailers are increasing the % of private label brands in their product portfolio as store brands which enhance the store image. It is gaining importance in the various retail stores across the country. The consumers too are preferring private label brands because of relatively low price compared to national brands. This study is done to understand the consumer’s perception towards private label brands of retail stores. It helps us to understand the rudimentary aspects of consumer buying behaviour towards private label brands. The conclusion is that the respondents said that they disagree for purchasing the same brand because new cloths of different brand do not match well the old one. So the company can introduce new models based on old trend to attract the customers and to retain them and the company can have a live interaction with the customers so that the level of satisfaction can be increased which leads to good word of mouth with other customers about the brand.