CONSUMER PERCEPTION AND ATTITUDE TOWARDS THE PRIVATE LABEL BRANDS

Abstract

Private label brands are all set to spoil the party for the national brands since recent times. Top multi brand retailers including shoppers stop, Lifestyle, Reliance trends, Hypercity and the Future value retail ltd plan to aggressively push own brands at par with established ones and the new ones. Big Bazaar intends to promote its private labels as national brands and license it to other retailers where PLB contribute 20-25% of total sales. In this scenario PLB strategy is being the most preferred one to any retailer to survive in the industry. This research was started by finding out benefits and possibilities in introducing private labels against national brands. For this, Big Bazaar India’s biggest hyper market chain gave me the platform. Right from understanding various contributions made by private brands to various departments and their margins, which were very attractive. Finally through various data collection tools, data was analysed for proper understanding of the problem. Few well known private brands of Big Bazaar keep showing great result andeven competing with the national brands. The survey has been categorized into: apparels, grocery and consumer durables. On this fact plate, recommendations were designed to suit theapplicability.Promoting private brands as similar to national brands will give positive results in terms of sales.