A study on the influence of the Private Brand Loyalty on Store Loyalty in convenience food

Organized retail is still in its infancy in India experiencing ups and downs in the economy. Private brands, also popularly known as store brands, a relatively new concept which emerged in the last three decades are now showcasing a positive sales trend by capturing the minds and wallets of Indian consumers. This paper has brought to the fore, the relationship between brand loyalty and store loyalty of private brands in convenience foods category and the extent to which it shapes the purchasing habits of consumers. The researcher has made use of Pearson Correlation to identify this relationship. This study also contemplates the relationship between these variables and the demographic characteristics of consumers. A deep understanding of the interactions between these variables will enable the retailers to leverage the benefits of private brands to enhance their retail businesses.