Ph.D Scholar,
The research to study the perception of retail store brands (private labels) of the Indian consumers in the apparel industry and also compare the consumer perception of Retail Store Brands vis-a-vis the National brands in the apparel industry. In order to achieve the objectives data was collected from primary sources, that is, the consumers. The questionnaire was used along with personal interview for collecting data from the shoppers. The results show that house brands are considered to be an important part of the overall product mix for a retailer. They have a number of positive contributing aspects, which include but are not limited to, increased profitability, increased customer loyalty, and enhanced store image. There are a number of factors that are critical to the success of a house brand. These factors can vary with the type of product, the type of store and the market into which it is launched. One of the most important influencing factors is price.
