A study of consumer perceptions towards private label brands within the grocery retail sector in Bangalore

Abstract

As bulk of the shoppers are seeing brand as an significant component in their choice of decision while purchasing, it is very important that sellers should make the most on the type of brand that they are offering to the consumers, Currently the private label has widespread in retail segment. For example; Big Giants like D-Mart, Reliance fresh, Vishal Mart, provide private label for some of its products like; rice, lentils, spices, sugar etc. But the query is how the customers perceived it and which variables influence the most to the customers’ perception in private label. Based on that phenomena this research is aimed to find out the consumers’ perceptions towards private label and its effect on repurchase intention. Perceived price, perceived risk, perceived quality and private label loyalty were chosen for this research for the independent variable, the present research is mainly carried out to check consumer perceptions towards private label brands within the grocery retail sector in Bangalore.