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THE CONSUMER PERCEPTION AND RATING OF PRIVATE LABEL IN THE ORGANIZED RETAIL CHAINS IN KERALA.
The time has come where store brands are shaping the future of modern trade outlets in India. The private label brand was introduced as an alternative to national brands. Initially it was positioned as low price and low quality, the own brands have moved a long way in establishing its identity. The...
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| Format: | Printed Book |
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International Journal of Engineering Research & Technology (IJERT)
2013
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| Online Access: | http://10.26.1.76/ks/004646.pdf |
| Summary: | The time has come where store brands are shaping
the future of modern trade outlets in India. The
private label brand was introduced as an
alternative to national brands. Initially it was
positioned as low price and low quality, the own
brands have moved a long way in establishing its
identity. The store brands are in par with the
national brands at least in selected chains and
outlets in India in terms of quality and price. The
private labels have established lion market share in
many parts of the developed world. The present
research carried out at the selected retail a chain
in Kerala such as More, Spencer and Reliance
Fresh analyses the consumer perception and rating
of the private labels. |
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| Physical Description: | Vol. 2 Issue 1, January- 2013 |