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Emerging third generation private label brands: retailers' and consumers' perspectives towards leading Indian retail chains

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  • Ajay Singh
  • Rakesh Kumar Singhal

Abstract

This study is an attempt to explore retailer's motivation to acquire private label brands in their stores and realise the same through exploring consumer preferences, behaviour and attitude. To conduct the study, responses were collected from food and grocery consumers of Indian leading retail chain, Big Bazaar. Data Collection was done through structured questionnaire from 325 households who have visited Big Bazaar Store and Linear Regression Analysis was performed. Findings of the study revealed a positive correlation between the perceived quality and price consumers willing to pay towards private label products. It also found strong correlation between value perceptions of private label brands with overall stores image also store loyalty is positively associated with value perception of private label brands. This study gives an insight to Indian retailers about the consumer preferences towards buying private label brands.

Suggested Citation

  • Ajay Singh & Rakesh Kumar Singhal, 2020. "Emerging third generation private label brands: retailers' and consumers' perspectives towards leading Indian retail chains," International Journal of Business and Emerging Markets, Inderscience Enterprises Ltd, vol. 12(2), pages 179-203.
    • Handle: RePEc:ids:ijbema:v:12:y:2020:i:2:p:179-203
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    Citations

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    Cited by:

    1. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Wacław Laskowski & Barbara Rostecka, 2021. "Towards Sustainable Private Labels in an Autonomous Community during COVID-19—Analysis of Consumer Behavior and Perception on the Example of Tenerife," Sustainability, MDPI, vol. 13(13), pages 1-22, July.
    2. Sbonelo Gift Ndlovu & Shalen Heeralal, 2023. "Exploring the Perceptions of Grocery Retail Managers on Private Label Brands in South Africa," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, January.
    3. Maksymilian Czeczotko & Hanna Górska-Warsewicz & Robert Zaremba, 2022. "Health and Non-Health Determinants of Consumer Behavior toward Private Label Products—A Systematic Literature Review," IJERPH, MDPI, vol. 19(3), pages 1-36, February.

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