Private Label Motivators and Product Category Association: An Empirical Study

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.