A Study on Consumer Preference on Private Label Brands (Store Brands) and its Impact on Self Help Groups

R. Priya, G. Vinothini and Corpus D Cor Jesu

The growth of Private Label brands threats the corporate brands in current market. To compete and survive in the market, Private brands are using 4P’s in proper way to attract the consumers. The main objective of this research is to study the perceptions of consumers towards private label brands especially store brands. The secondary objectives are to assess the perception of the consumers on private label brands based on their income and age and how these factors influencing the willingness to purchase private label brands and the category of products they wish to purchase. Data were collected from Nilgiris Supermarkets, Bata show rooms, Avin stores. Questionnaire were issued out randomly to 150 consumers. Questionnaire contained 30 questions which were related to demographic characters, purchase power, interested category of private label brands, reasons to purchase private label brands, what kind of promotion strategies induce them to buy private label brands of consumers. Direct interview was held with 20 Self Help Groups (388 members) regarding their employment opportunities because of growth of Private Label Brands. SPSS software was used to analyze and chi – square test, ANOVA, are used to prove and disprove the hypothesis. Finally the researcher found the perceptions of consumers related to private label brands and her suggestions will be useful for others to compete in the market.

Volume 11 | 09-Special Issue

Pages: 8-14

DOI: 10.5373/JARDCS/V11/20192528