TY - JOUR AU - Subodh Saxena, AU - Ritu Srivastava, PY - 2020/04/03 Y2 - 2024/03/29 TI - PRIVATE LABEL PERCEPTION OF CUSTOMERS : EFFECTS OF SOCIO DEMOGRAPHIC VARIABLES JF - Management Insight JA - MI VL - 11 IS - 2 SE - Articles DO - UR - https://journals.smsvaranasi.com/index.php/managementinsight/article/view/428 SP - 80-90 AB - Private labels brands (PLBs) or store brands have shown remarkable growth for the last few years inIndian Retail market. The major reason for this remarkable success is that Private labels help Retail chainstore to attract customers, build loyalty, generate large sales and enhance profit margins. The responseof retail customer for private label brands (PLBs) is quite encouraging, especially in food and grocerysegment, in spite of presence of leading national manufacturers brands in most of the categories. Though,initially PLBs were just considered as a cheap substitute of national brand but today they are a part ofwell defined retail mix strategy and have acquired large space in retail stores including premiumcategories for profit maximization and customer loyalty. This is an emerging opportunity and retailmarket is now keen to understand consumer dynamics towards PLBs. It is important to identify whatdrives private-label market and to understand the characteristics of the modern shopper. With growinglevels of disposable income, shoppers are far more open to experimenting with products than ever before.With the rise of modern retail store, the perceptions about shopping have changed. Rather than viewingshopping as a chore, more and more Indians are finding it to be an enjoyable experience.This exploratory study examines the consumer's psychographic motivations for private labels with respectto national brands and their involvement in purchasing of PLBs in modern retail stores. The objectiveis to study consumer behavior with respect to socio-demographic variable such as gender, age, occupationand income. An exploratory research has been conducted among consumers in NCR, who purchase frommodern retail stores. The study findings reveal that respondent's gender, household income, occupationand age did not influence their perception towards private labels. ER -