*Head, Department of Humanities and Management, Dr. B. R. Ambedkar National Institute of Technology, Jalandhar, India
**Research Scholar, Department of Humanities and Management, Dr. B. R. Ambedkar National Institute of Technology, Jalandhar, India
Online published on 16 January, 2014.
In the past few years, Indian retail growth seemed to be picture perfect with most of the attractive ‘shops’ still unexploited and underpenetrated. Favourable demographic, steady economic growth, easy availability of credit, and large scale of real estate developments were fuelling the growth of India's approximately USD 25 Billion organised retail market. The purpose of this paper is to find out the success factors for the private label brands in organised retailing. Data was collected from 516 consumers from various stores of Punjab on the basis of convenience sampling. Factor analysis was used to find out five uncorrelated factors like price sensitivity, variety, store image, convenience, and promotion and packaging.
Private labels, consumer behaviour, organised retailing
