Private Label Motivators and Product Category Association: An Empirical Study

Abstract

Abstract

Private labels are important contributors in a retail strategy, especially when the industry starts maturing and competition starts intensifying. While modern trade penetration in India is still low, the proportionate private label growth is much higher owing to a new generation of shoppers that is open to trying out new products and brands.It is thus important to understand the private label motivators in India and also to understand the role of product category in the private label decision. This particular study aims at these two objectives in the Indian context. The findings of the study indicate that product category does have an intervening role in the customer’s private label purchase decision. The implications need to be assessed and incorporated in the private label strategy of the retailers.