International Journal of Supply Chain Management
Vol 7, No 4 (2018): International Journal of Supply Chain Management (IJSCM)

ANTECEDENTS OF PRIVATE LABEL ATTITUDE AND PREFERENCE OVER NATIONAL BRANDS

Singh, Ajay (Unknown)
Gupta, Rahul (Unknown)
Kumar, Amol (Unknown)

Article Info

Publish Date
29 Aug 2018

Abstract

Abstract-Retail is one of the most dynamic and fast paced sectors in India. The Growth of the organized retail sector has led to the growth of the Private label brands in India. Private labels offer advantages to both the consumers and retailers. Retailers make huge margin of profit on private labels in comparison to National brand. Various factors are responsible for framing an attitude towards both the private labels and the National brands. Present study sets out to study customer s attitude and preference pattern with respect to different attributes such as-Demographics, Social factors, psychological factors. The study will ultimately assist the retailers in developing and implementing effective marketing efforts in respect of their brands. Keywords- Smart purchases, Value consciousness, perceived quality, Private label, Consumer attitude

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Journal Info
International Journal of Supply Chain Management
Website

Abbrev

IJSCM

Publisher

ExcelingTech

Subject

Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

Description

International Journal of Supply Chain Management (IJSCM) is a peer-reviewed indexed journal, ISSN: 2050-7399 (Online), 2051-3771 (Print), that publishes original, high quality, supply chain management empirical research that will have a significant impact on SCM theory and practice. Manuscripts ...