Consumers Attitude Towards Private Label Brands In Indian Retail Industry With Reference To Personal Care Products

Abstract

Considering that private label branding is the most upcoming thing in newlineorganized retailing space one would be naturally inclined to study the area. Private label newlinebranding is at a very nascent stage as far as India is concerned. Consumers are barely aware newlineabout what private label brands are. Also the private label brand penetration is limited to a newlinefew categories. Studying consumer s attitude would be a challenge but truly a learning experience.The study involves both exploratory research design as well as descriptive research newlinedesign. In this study extensive literature surveys and reviews were carried out for newlineformulating problem for more precise investigation and for developing hypothesis. A newlinestructured questionnaire was used for collecting the data. Bangalore was divided into newlinefive zones and care was taken to cover respondents from all the zones, so that the study will be representative of entire Bangalore. newline newline