An Investigation of Consumers Purchase Decision Towards Private Label Brands in Indian Organised Retail Sector

The study identifies the key attributes considered by Indian consumers while purchasing private label brand (PLBs). It also studies the impact of identified psychographic and demographic attributes of consumers towards PLB purchase decision. The data was collected from 550 respondents through structured questionnaire from leading retailers of food and grocery as well as clothing and apparel segment in India. Initially, an exploratory factory analysis (EFA) was performed to identify psychographic attributes from consumer survey and different hypothesis framed was tested through multiple regression analysis and Chi square test. The results reveal brand consciousness, price consciousness, quality variability, store loyalty and consumers self-perception emerged as key psychological attributes followed by all socio-demographic factors, i.e. age, occupation, qualification, income and gender have significant impact on consumer PLB purchase decision. Based on the findings, PLB retailers were suggested to design an appropriate strategy to capture the market share of private label brands in Indian organised retail.