Impact of Brand Related Attributes on Consumer's Purchase Intention Towards Private Label Apparels Brands: A Study About the Consumers of Ahmedabad

It has been observed that there is a great growth of the market share of PLB in developed countries. Earlier most of the people were using branded clothes, but now a days the companies have introduced their own private brands to increase their popularity and more profit. Companies are providing more discounts on private brands to get more customers. Retailers have not only customized and localized the products as per customer's tastes and preference but also created PLBs'. At present customers are more intelligent and smart, they look for the product which gives them value, so today's private label brands are more competitive, reasonable price and of better quality. The consumers prefer private label brands heavily because they can save money. The apparels are second most demanded product after FMCG. So, here we are focusing on the private label apparels brands. Big companies like Pantaloons, Wills Lifestyle, Reliance and many more retailers having their own brands. The researcher aimed to find and analyze the effect of various brand related attributes (Brand knowledge (brand image, brand awareness) on consumer's purchase intention towards private label brands in apparels. Most of the customer purchase depends upon its brand image. The study is carried at some reputed stores of Ahmedabad like Pantaloons, Westside and Will Lifestyle. It tries to establish the relationship between brands related factors and their impact on consumers purchase intention.