Customer Preference on Store Brand Groceries

Abstract

“Human Beings identity is given by their name, Products identity is given by brand”. The manufacturer’s success does not lie in just shaping a good product alone, but gets a completion only when he makes his product remain distinguished from others. Products are like the children of manufacturers. They give the identity to products through the brand name. This study is to identify the factors preferred by the customers on store brand groceries in Chennai city.