A study of Store Brands in Retail

Abstract

Store brands or Private labels are considered cheaper altem atives and copycats of 11atio11al brands. Across the globe, store brands have become a potent weapon for retailers to create differentiation and strong customer loyalty. With the retail ~ector poised for growth in India the signijicance of ~tore brand is fast increasing. it is not just the food and grocery retailers that are de11elopi11g prirnte labels in order w rnrer w regional palates. Apparel retailers like pantaloons, and shoppers stop are also de11elopi11g their own c/01/iing line.,. In all. 1/ie prospect for store brands looks quite promil'ing as they seem to be an a11racti1·e proposition. not jmt for the rewilers bw also for the customers. The paper explores the factors influencing co11s11111er preference for prirnte label bra11d1 and the differences in the product allributes and marketing acti1·ities between pril'llle label brands and national brands that lead to different perceptions and preference, among the con.1·11111ers.