Consumers’ Perception of Private Label Brand

Abstract

The private Label Manufacturers Association (PLMA), founded in 1979 in US, states that Private label products comprise all goods sold under a retailer’s brand. That product can be the retailer’s own name or a name produced completely by the retailer. A private label brand is manufactured by a third-party producer or contract and sold under a retailer’s product name. The study was undertaken in Coimbatore city. The main objective of this study was to analyze the consumers’ perception of private label brands and constraints faced by the customer for grocery products. he sample respondents was selected purposively who were buying the groceries in the Big Bazar hypermarket in Coimbatore, the data were collected and analyzed using different statistical tools such as Percentage Analysis, Factor analysis and Rank Based Quotient. The study concluded that the grocery products are to be neatly packed, arranged and to be properly labeled for the products with the brand. Price should be stable and convenient for the consumers and can fix the price, right product for the right quantity

DOI

https://doi.org/10.29321/MAJ.2019.000328

Pages

667 - 671

Creative Commons

Copyright

© The Author(s), 2026. Published by Madras Agricultural Students' Union in Madras Agricultural Journal (MAJ). This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited by the user.

Keywords