Private Label Motivators and Product Category Association: An Empirical Study

  • Ritu Srivastava

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.

Published
2017-06-15
How to Cite
SRIVASTAVA, Ritu. Private Label Motivators and Product Category Association: An Empirical Study. Ushus - Journal of Business Management, [S.l.], v. 14, n. 3, p. 1-14, june 2017. ISSN 0975-3311. Available at: <http://journals.christuniversity.in/index.php/ushus/article/view/1460>. Date accessed: 21 sep. 2017.

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plug-in to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.