Consumer Perception on Private Label Products in Coimbatore

In the plethora availability of products and alternative products, consumers’ perception towards price, quality and value are considered as pivotal determinants of shopping behaviour and choice of product. Private Label Products are owned by the Retail Chains and National Brands are owned by manufacturers. National Brands still dominate the market.

At the same time the number of private label products is increasing in the market. This study has used the 4Ps concept to examine the consumer perception of private label products. The main objectives of the study are to measure the extent of variation in the consumer perception and to assess the consumer perception of the respondents on the various components of private label products. The study concludes that the 4Ps concept helps to increase the private brand products line and thereby profit of the retailers. The retailers have to collect the feedback to improve the quality. It becomes national brand if the retailers concentrate on quality. The overall perception level of the private label products is only medium. The retailers maintain the price at low level as it helps them to increase the sale. Conducting market research may be help further to develop the optimal marketing mix and quality of the product. The retailers are very particular pushing in the sale of products. It is good for their future sales turnover.