An analysis on consumers’ intention of buying private label brands within food and grocery retail sector – a study in Chennai region

The foray of private labels in Grocery and Food retail Sector is very prominent making market to have the product enjoy different levels of consumer's acceptance and perceived risk and requires attention with respect to the different elements of the marketing mix. Grocery and Food retailers have popularized their private labels which have attracted shoppers and thus have created keen interest in making purchase decision of these brands. The intention 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.

Consumer intention of buying private label is influenced by consumer attitudes towards these products. 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 choice 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 intention to buy, it will improve the brand's potential for building and maintaining preference. This paper explores factors affecting consumers’ intention to buy private label Grocery and food retail sector brands, and consumers buying decision process inducing them in their purchase decision, factors that the customers look in for preferring private label grocery and food items, consumer loyalty and shopping behavior and thereby add to retail brand equity.