Consumers Perception of Private Brands

MBA Business Marketing Dissertation Ideas, Economics Projects Topics Thesis Ideas and Abstracts in PDF, DOC, PPT

Consumers Perception of Private Brands

Postby Anup V » Tue Aug 07, 2012 11:20 pm

Private labels have come a long way over the last three decades. They started with retailers wanting to offer cheaper substitutes. This was for two reasons. One, having a private label meant that retailers could negotiate a better margin from the manufacturer. And the other, when they had private labels, they had a differentiator. The biggest change in the last decade or so has been the entry of premium private labels. They are no longer saying “buy us because we are cheap”, instead today; they are saying “buy us because we are the best”. By offering high quality products, many private labels have started charging more than regular manufacturers.

Retailers are looking at private labels or store labels as one of the option to drive the customers to their stores. The emergence of organized retailing in India has made Private Labels a reality. It is now well within the reckoning of the consumer, retailers and brand owners. A Private Label is not merely a product with the store/ retailer's name on it. It takes more to qualify as a Private Label. The consumer must see the Private Label product as distinct from being just a ‘product in a pack'. There must be a clear perception that ‘it is produced by this store'

The consumer must see the Private Label product as distinct from being just a ‘product in a pack'. There must be a clear perception that ‘it is produced by this store'. The current Indian economy is witnessing the emergence of organized retail. It is growing at a faster pace and is expected to reach 10 % from the current 4 % of the total retail business. Retailers are expanding through variety of formats like supermarkets, convenience stores, hypermarkets, discount stores, specialty stores, and department stores. Many domestic business houses have entered this sector with ambitious plans.

With the new FDI regime, foreign players are incisive of Indian partners to grab the potential of retail market in India. As competition is becoming stiff, retailers are working on new strategies to sustain in the market. One such strategy being private branding adopted by most of the retailers. Private brands are the most successful corporate brands in the world. Private branding is one of the strategic decisions of most retail organizations in recent years. They are either manufactured by the retailer or bought directly from the manufacturer, avoiding the intermediaries. Hence retailers have control over the marketing mix elements.

Objectives of the Project

• To understand the perception of consumers for the new private labels introduced by retailers.

• To identify the consumer perception of store image on private labels.

• To study the association between private labels ‘quality and store loyalty.

• To find out the various factors that builds the store loyalty.

• Private labels in modern retailing are a set of values and promises made by the retail organization to their customers.

• The sample size was relatively small.

• The respondents compromised more of home makers.

• The study was undertaken in Bangalore which is prosperous than other areas.
Anup V
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