An analysis on consumer's attitude towards apparel private label brands – a study in Chennai Region

The foray of private labels in apparel retail is very prominent making market to have the second highest percentage of organized retail. Apparel retailers have popularized their private labels which have attracted shoppers and thus have created keen interest in making purchase decision of these brands. The preference of consumer's keeps on changing with the set of characteristics or attributes that consumers consider important. Consumers then use these attributes in deciding which brands cater to their particular need.

Attitude is a scale, and brands move up, down and even off that scale with and without a vigilant brand management strategy. Pricing, promotional deals and product availability all have tremendous impact on the position of your brand in the consumer's attitude set. The brands potential can only be fulfilled by continually reinforcing its perceived quality, up market identity and relevance to the consumer. The same branding activities that drive awareness also drive preference. And, while awareness alone will not sustain attitude, it will improve the brand's potential for building and maintaining preference. This paper focus on how private label apparel brands are inducing customers in their purchase decision, factors that the customers look in for preferring private label apparels, consumer loyalty and shopping behavior and thereby add to retail brand equity.