Examining Customer Perception towards Private Label Brands within the grocery retail Sector in Ghaziabad City

Abstract

The world’s fastest-growing retail sector is the Indian retail industry, and it stands at the fourth position in the world. Among various segments of the retail sector, grocery is one of India’s most significant retail segments. In addition, by concentrating on their exclusive brands, most grocery retailers have grown stronger and experienced success focusing on their private brands. Thus, the research article examines “customers’ perceptions” of “private label brands” in the retail sector concerning grocery items. Survey-based research is conducted to attain the research aims and objectives. 96 respondents out of 100 replied to questionnaire, hence the sample size of the study is 96 respondents. The data is analysed by frequency distribution technique using Microsoft Excel. The research findings indicated that most consumers have a favourable opinion towards private label goods and believe these brands are cheaper, offer higher quality, and provide attractive packaging than national brands. The research study also investigated that customers’ perceptions of private label products are influenced mainly by low pricing, better and nearly equal quality, and easy availability.