The Loyalty Determinant Attributes of Store Brands in Food and Grocery in Indian Retailing-An Empirical Study in Twin Cities of Hyderabad

Abstract

This paper which is an exploratory study, focuses on the important factors responsible for enhancing the customer perceptions about store brands in food and grocery sector in the twin cities of Hyderabad, India. The customer perceptions associated with store brand quality, value and retailer’s response towards customers feelings would boost the regular purchase attitude of the well satisfied consumers. Understanding the customers and evaluating the customers’ impressions about the store and the store brands is a continuous process which in turn produce fruitful results to the retailers. This paper identifies the critical dimensions of store brand purchase intention in food &grocery in Indian retailing context.