Abstract
In India growth of private label brands corresponds with the increasing share of organized retailing. The consumer perceptions of private label apparel brands of retail department stores have been ...
Highlights
In this era of highly competitive retail business environment, private label brands (PLBs) are a rising phenomenon in the growing Indian organised retail market
We indicate that retailers can create store loyalty through seeking favourable consumer perceptions of their PLBs
“Depending on retailers’ market positioning, different store loyalty drivers contribute to loyalty and that the impact of PLs is mostly significant for medium-cost and premium supermarkets”
Summary
In this era of highly competitive retail business environment, private label brands (PLBs) are a rising phenomenon in the growing Indian organised retail market. In India growth of private label brands corresponds with the increasing share of organized retailing. According to Nielsen’s Report (Nov. 2014), PLBs are prevailing mostly in European countries (40%), in India, the private labels grew 27% between 2012 and September 2014. Though IBEF, 2018 reports that “the organised retail in India has begin to experience an improved level of activity in the PLB space but its share in India is just 6 per cent and stores like Shopper Stop, Lifestyle generates 15 to 25 per cent revenues from private label brands. Growth of online retail is augmenting the growth of private label brand in India”
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