A study on consumer attitude towards store brands with special reference to reliance retail outlet in Madurai city

Organized retail is on the threshold of a boom in India. The battle is likely to change the face of the industry between the manufacturer brands and the retail chains’ private label brands. Worldwide experience shows that as retailers become more powerful, they have increasingly focused on their own brands at the expense of manufacturer brands. Due to the rapid growth of private-label market share, researchers have looked into different influential factors in attempting to find out the reasons behind the success of these store products. As consumers reflect the demand side of fast-moving goods, their perceptions critically affect decisions on brand selection, and therefore the performance of the brands. This paper focuses on, determining customers’ attitude towards PLs with respect to different attributes. In addition, this study also investigates the impact of demographics on the purchase of private labels. Further it also discusses the effect on preference pattern with respect to demographic profile of respondents for private label brands. The results indicate that perceived risk and attitude determinants such as quality variability, price consciousness, price-quality association and brand loyalty influence significantly on consumers’ propensities to buy private labels.