The aim of this study is to analyze the influence of retailer equity on shoppers’ intention to purchase private labels from shoppers’ standpoint in the Indian large retailing. We conceptualize retailer equity comprises four dimensions-retailer awareness, retailer associations, perceived...

Nowadays, private labeling has become a widely implemented strategy by modern market retailers. Retailers such as supermarkets and hypermarkets have superior supply chain in the country that they begin to extend their brand and make their own products, which is called private brand. The growth...

The present study explores some marketing mix effects on private labels brand equity creation. The research aims to study the effect of some elements under retailer's direct control such as in-store communications, in-store promotions and distribution intensity as well as other general marketing...

This research was conducted in Three Districts of South Rajasthan (Udaipur, Chittorgarh and Pali) and explores the reasons behind the preference of purchasing Private label brands (PLBs) from an organized retail chain store by consumers. Participants indicated that their decision to purchase...

The rising phenomenon of private label brands across the globe has given grocery retailers new areas for competition and growth. As a result, this has spiralled competition between private label brands (PLBs) and national brands (NBs). With the grocery retail space undergoing various transitions...

The paper observes and explains the important determinants which the consumers consider while making a purchase decision in select private label products category (PLPs) in North Karnataka. For this study, data was collected from 1680 respondents who considered the purchase of PLPs for their...

Competition authorities and various digital platform regulations apply a double standard in their criticisms of Amazon's private brand programs. Amazon's private brand practices mimic those used by established retailers for decades. Comparably-sized retailers have orders-of-magnitude larger...

Store brands account for 41% of the Spanish market share in 2011, and a further increase is expected in next years due to economic crisis, which makes up an increasingly competitive market with great research interest. In this context, our study aims to analyze which variables have a relevant...

This provides a test of Kashyap’s speculation that branded goods are discounted less often when private label goods have a high market share. This was tested by (1) looking at a cross section across a large set of packaged goods categories and (2) looking at twelve product categories...