Private Labels occupy a significant share of organized retail in Europe and United States. With recent growth of organized retail in India Private Labels also emerged in Indian retail landscape. Though private labels arrived in India long back but still Private Labels have not picked up in India, the way they have picked up in other countries.
Many of the Indian retailers like Shoppers Stop, Future Group, Tata’s Croma and Aditya Birla Retail’s More, Spenser’s etc are relaying on Private Label strategy in a big way as consumers seek quality products at affordable prices. Besides, rapid technological and socio-economic changes over the last decade have affected the buying behavior of consumers, forcing retailers to innovate and build new brands (private brands/ store brands) across different categories and various price points to attract more buyers to their stores. They have not only created new labels but have customized and localized those products to suit Indian tastes.
Private Labels have attracted attention of researchers from the western world for a long period of time. In India even after introduction of Private Labels by retailers very few studies have been conducted to understand different dimensions like introduction and management of Private Labels by retailers and adoption by Indian consumers.
The book presents an analysis of consumer perception and attitude towards Private Labels in India which is the outcome of study conducted in NCR region in India during 2008 - 2010.
Table of Contents
CHAPTER 1: INTRODUCTION
A Synoptic View of Indian Retail Industry
The Larger Picture
About NCR - Importance in Indian Retail
Need for Studying Buying Behavior
Role of Private Labels in Indian Retail
Importance of the Present Study
Literature Review – Private Label Studies
CHAPTER 2: INDIAN RETAIL SCENARIO
Trade in India
Position of Retail in Indian Economy
Category/ Segment analysis
Clothing & Textiles
Jewellery
Watches
Footwear
Health & Beauty Care Services
Pharmaceuticals
Consumer Durables and Home Appliances
Mobile Handsets, Accessories & Services
Furnishings, Utensils & Furniture-Home & Office
Food & Grocery
Out-of-Home Food Services
Books, Music & Gifts
Retail Formats in India - Current and Emerging
Hawkers – ‘mobile supermarkets’
Kirana/Grocers/ Provision Stores/Mom-and-Pop Stores
Department Store
Supermarkets
Hypermarket
Specialty Stores
Convenience Stores
Kiosks
Discount Stores
Branded Store
Factory /Company Outlet
Rural Retailing
Luxury Retailing
Airport Retailing
E-Retailing
Teleshopping
Catalogue Retailing
Network Marketing
Geographical Spread
Year 2009
Key Players in Organized Sector & Their Strategies
Future Group
Reliance Retail
Tata Group
Aditya Birla Retail Ltd.
Lifestyle International
RPG Retail
Shopper’s Stop
Bharti Group:
Vishal Retail Ltd
Organised Retail Drivers
Favourable Demographics
Rising Consumption Expenditure and Disposable Incomes
Increasing Participation of Women in Workforce
More Choice Available To the Customers
Penetration of Credit/Debit Cards
Urbanization
Problems Faced By the Organized Retail in India
Key Challenges and Success Factors
Developing Efficient Supply Chains
Supplier Retailer Relationships
Innovations in Logistics
Ability to penetrate rural market
Socially and Culturally Diverse Consumers
Online Retailing
Leveraging Technology
Customer Relationship Management (CRM)
Success Strategies for Organised Retail
Regulation of Retail Industry in India
FDI Policy in the Retail Sector
CHAPTER 3: PRIVATE LABELS (STORE BRANDS)
Defining Private Label/ Store Brand
Reasons for Emergence & Growth of Store Brands
Historical Developments of Private Labels Globally
Private Brand/Label Orientation Strategies
The Process of Private Label Creation
Strategic Importance of Private Label Brands to the Retailing Industry
Present Status - Global
Presence in Different Category/ Segments
Private Labels in India
Future Group
Aditya Birla Retail
RPG Spencer
Reliance Retail
Vishal Retail Ltd.
Bharti Retail
Heritage Foods (India)
CHAPTER 4: CONCEPTUAL FRAMEWORK
Concept and Role of Brand in Marketing
Manufacturer Brands
Private Labels
Theoretical Frame-Work of Consumer Perception
Theoretical Frame Work of Consumer Attitudes
Consumer Attitude Formation Models
Tri-Component Attitude Model
Multi-Attribute Attitude Models
The Trying-to-Consume Model
Fishbein Model (Individual Attitude to Brand Attitude)
Attitude Formation
Sources of Influence on Attitude Formation
Measuring Attitude
Measurement Scale
Primary Scales of Measurement
A Comparison of Scaling Techniques
Continuous or Graphic Rating Scale
Itemized Rating Scales
Factors Influencing Attitude toward Private Label Brands
Consumer Price Perception Dimension
Price Consciousness
Value Consciousness
Private Label Quality Perception Dimension
Private Label Quality
Extrinsic Quality Cues
Intrinsic Quality Cues
Private Label Source Dimension
Retailer’s Reputation
Manufacturer’s Reputation
Word-of-mouth (WOM) Dimension
Attachment to Brand Dimension
Proposed Model for the Current Study
CHAPTER 5: RESEARCH METHODOLOGY
Research Objectives
Scope of the Study
Geographical Scope
Product / Category Scope
Scientific Ideal and Paradigm
Ontological Orientation
Epistemological Orientation
Scientific Approach
Research Approach / Design
Development of Measurement Scale
Data Collection Tools / Questionnaire Design
Pre-Test
Sample Design
Data Collection Procedure
CHAPTER 6: ANALYSIS AND INTERPRETATION
Data Analysis Procedure
Empirical Findings
Profile of Respondents
Private Label Brand Purchase Frequency
Private Label Categories (Popular)
Private Label Purchase Motive
Descriptive statistics
Creation of Summated Measurement Scales
Analysis of Data
Preliminary Data Analysis
Missing value
Outliers
Normality
Advanced data analysis
Reliability tests
Validity of the New Measures
Examining Differences in Means for Demographic Variables
Gender
Age Group
Family Structure/ Size
Education
Employment
Family Income
Spending Per Month
Hypotheses Testing
Multiple Regression Analysis
Discussion of Results of Multiple Regression Analysis
CHAPTER 7: FINDINGS, SUGGESTIONS & RECOMMENDATIONS
Findings and Managerial Implications
Limitations and Suggestions for Future Research
Research Objectives & Key Themes
This book investigates consumer perception and attitudes towards private label brands within the organized retail sector of the NCR region in India. The primary objective is to identify key factors influencing these attitudes and to determine how these variables correlate with purchase intent, providing actionable insights for retail management.
- Analysis of the Indian organized retail landscape and its growth drivers.
- Evaluation of consumer price, quality, and source perception dimensions regarding private labels.
- Assessment of the role of word-of-mouth communication and brand attachment.
- Development of a conceptual framework and measurement scales for private label branding.
- Managerial recommendations for retail strategy and future research directions.
Excerpt from the Book
Private Label Quality
In general, private label brands have same quality as that of national brands.
The quality of the private labels is consistent over time (repeat purchase)
The quality of private labels is consistent across the stores of same retailer.
Summary of Chapters
CHAPTER 1: INTRODUCTION: Introduces the Indian retail industry, the geographic scope of the NCR, the necessity of understanding buyer behavior, and the importance of private label studies.
CHAPTER 2: INDIAN RETAIL SCENARIO: Provides a comprehensive analysis of the retail industry, covering trade positions, segments, retail formats, and the influence of key industry players.
CHAPTER 3: PRIVATE LABELS (STORE BRANDS): Explores the concept of private labels, their evolution globally and in India, and the strategic importance they hold for the retail industry.
CHAPTER 4: CONCEPTUAL FRAMEWORK: Builds a model based on five key dimensions—price perception, quality perception, source reputation, word-of-mouth, and brand attachment—to evaluate consumer attitudes.
CHAPTER 5: RESEARCH METHODOLOGY: Details the research objectives, the design of the study, the development of measurement scales, and the data collection process utilized in the NCR region.
CHAPTER 6: ANALYSIS AND INTERPRETATION: Presents empirical findings, demographic profiles, reliability tests, hypothesis testing, and a multiple regression analysis of the data.
CHAPTER 7: FINDINGS, SUGGESTIONS & RECOMMENDATIONS: Synthesizes the findings into managerial implications for retailers and provides limitations and suggestions for future research.
Keywords
Private Labels, Indian Retail, Consumer Perception, Brand Attitude, Organized Retail, Price Consciousness, Value Consciousness, Retailer Reputation, Brand Loyalty, Word of Mouth, Consumer Behavior, Market Segmentation, Retail Formats, NCR, FMCG
Frequently Asked Questions
What is the core focus of this book?
The book analyzes the emergence of private labels in the Indian organized retail sector and investigates the factors that shape consumer perceptions and attitudes toward these brands.
What are the primary themes discussed?
Key themes include the competitive landscape of Indian retail, the strategic deployment of store brands, consumer price and quality perception, and the role of retailer reputation in building brand trust.
What is the research objective?
The primary objective is to identify and measure the factors that determine consumer attitudes toward private label grocery products and to understand their impact on purchase intention.
Which research methodology does the author use?
The study employs a quantitative research approach, using a survey-based methodology to gather data from consumers in the National Capital Region (NCR) of India.
What topics does the main body cover?
The main body covers the theoretical framework of consumer behavior, the classification of retail formats in India, the strategic evolution of private labels, and a detailed statistical analysis of collected data.
What keywords characterize the study?
The study is characterized by keywords such as Private Labels, Consumer Perception, Brand Attitude, Retailer Reputation, and Organized Retail.
How does retailer reputation influence private label adoption?
The research indicates that retailer reputation acts as a key signal of quality and credibility, significantly influencing consumer trust and their likelihood to purchase private label brands.
Does the book offer practical recommendations for retailers?
Yes, the book provides insights into how retailers can leverage quality perceptions, retailer trust, and public quality labels to enhance the market position of their private label offerings.
- Citar trabajo
- Sushil Dixit (Autor), 2011, Private Labels in India. An Analysis of Consumer Perception and Attitude, Múnich, GRIN Verlag, https://www.grin.com/document/293646
