Strategic Positioning of Store Brands

Currently, Indian market is witnessing a retail boom with organized retailers offering a whole assortment of goods and services under one roof with good shopping environment. Private brands are gradually taking more space of retailers' shelf space in developed western economies. As competition is being stiff, the retailers are working on new strategies to sustain in the market. One such strategy is being introducing store brands. This study tries to find out the why the retailers will introduce store brands and why the customers will buy the store brands when lots of national brands are available in the market