An empirical study on retail demand for store brand pickles in tirunelveli, Tamil Nadu

Retail business hasexpanded quickly within a short period in India and has raised critical concerns such as management of service level while meeting consumer needs. That impact the performance of the retailers and their cost-effectiveness. The paper probesthe estimation of demand for a store brand household item, namely Pickle, and demonstrates the benefits of multinomial logistic regression as a useful tool for handling categorical demographic variablesvery frequently used as predictors. Retailers can benefit immensely, by the methodology for other similar products. Moreover, they can enhance space optimization and achieve greaterprofitability per unit retail space and improve customer satisfaction. The research finds that the probability of buying the store brand pickle increases with age of customer and evinces a clear gender bias in the inclination to buy store brand Pickle.