PROMOTION OF PRIVATE LABEL BRAND (STORE BRANDS) BY YOUNG INDIAN CONSUMERS
*Prof. Bhavika A. Thakkar and Dr. Anjali Panigrahi
ABSTRACT
Unlike the past, the retail competition now includes the private label brands along with the national brands. Many retailers have come up with their own distinct brands. In this manner, the market for private labels in India is appealing, promising and consumer-driven. The private labels have built a strong online presence too. This paper focuses on the young consumers’ preference towards private label brands considering their age, profession and many more demographic factors. The study brings to light; new dimensions of the changing tastes and purchasing patterns influenced by the different promotional strategies followed by the private label brands.
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