Customer Perception about Private Label Brands in Salem
K. Vidhya1, Ganesan D2
1Dr. D. Ganesan, Assistant Professor, Department of Management Studies, Sona College of Technology, Salem (Tamil Nadu), India.
2Ms. K. Vidhya, Research Scholar, Department of Business Administration, Kalasalingam Academy of Research and Education College, Krishnankoil (Tamil Nadu), India.
Manuscript received on 04 December 2019 | Revised Manuscript received on 23 December 2019 | Manuscript Published on 31 December 2019 | PP: 963-967 | Volume-8 Issue-4S2 December 2019 | Retrieval Number: D11831284S219/2019©BEIESP | DOI: 10.35940/ijrte.D1183.1284S219
Open Access | Editorial and Publishing Policies | Cite | Mendeley | Indexing and Abstracting
© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The up scaling growth of economy not only bring changes to our environment but also have an impact on cost of living. So people become conscious about the price and quality of the product before they buy and many go for the offers and promotions made by E-Commerce sites which gives a tough competition to local retail stores also. Here the private label brands also start to capture the market share in each segment such that they are cost efficient and acts as alternative to national brands. This paper will explore the customer perception of PLB in Salem and focuses on factors such as price, quality, value, packing, store loyalty and identifies the benefits and difference between the PLB and national brands. The study was made in and aroundSalem (from April –May 2018), Tamilnaduwith the sample size of 100 with a well-structured questionnaire. Data werecollected and statistical tools like percentage analysis, weighted average analysed were used.
Keywords: Consumer Perception, Brand Choices, Value for Money, Point of Purchase.
Scope of the Article: Social Sciences