Factors Influencing Consumerss Preference for Private Label Brands (PLBs) of Organized Retail in South Rajasthan - An Empirical Study

Abstract

This research was conducted in Three Districts of South Rajasthan (Udaipur, Chittorgarh and Pali) and explores the reasons behind the preference of purchasing Private label brands (PLBs) from an organized retail chain store by consumers. Participants indicated that their decision to purchase Private label brands (PLBs) from any modern retail outlet was influenced by certain themes. Namely relationship with retailer’s staff, the quality of consumables on offer, competitive price, convenience also appealing and pleasant environment for shoppers. Fraser Alison (2009) found out that the store image is positively associated with attitudes towards private labels but differs by retail chain & private label type. Despite the proliferation of supermarket and hypermarket chains, only a handful of these are preferred while buying Private label brands (PLBs). Baidaray (2011) discussed that for a retailer, Private labels provide profit maximization & customer loyalty. Primary data was collected through survey method and appropriate statistical tools were employed to interpret and analyze the data.