Consumer Perception towards Private Label and National Brand: In Indian Perspective

Mr. Shashank Mehra; Dr. Hart Shankar Shyam; Dr. Akhilesh Tiwari

doi:https://doi.org/10.69711/sharda.ijmir.v1i2.1201

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Consumer Perception towards Private Label and National Brand: In Indian Perspective

Shashank Mehra, Hart Shankar Shyam, Akhilesh Tiwari

https://doi.org/10.69711/sharda.ijmir.v1i2.1201

Author Details ( * ) denotes Corresponding author

1. * Shashank Mehra, Associate Professor, INMANTEC Ghaziabad, U.P., India

2. Hart Shankar Shyam, Assistant Professor, School of Business Studies, Sharda University, Greater Noida, U.P., India

3. Akhilesh Tiwari, Associate Professor, Sharda University, Greater Noida, U.P., India

Purpose: This research attempts to investigate the differences of consumer perceptions on product quality, accessibility, Returnability, price, customer service, variety and reliability among national brands and private labels in FMCG product category. It aims to use product category as the moderator of the preceding perceptions. Design/methodology/approach: Data were collected outside the entrances of the main malls in of Delhi/ NCR. A systematic sampling was adopted and 245 questionnaires were eventually collected in December 2011. Findings: The findings revealed that on the whole national brands were perceived as better to private labels, private labels were perceived as being inferior in terms of all perceptions except easy accessibility and durability. Originality/value: This research represents one of the few pioneer works that empirically investigate the aforementioned issues.

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