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“Private Label Brands” are the product which are basically manufactured by the third party and sold by a retailer with its own packing. Retail, one ofIndia’s upcoming industries, has presently emerged as the most dynamic and fast paced industries of recent times with several players entering the market. One of the routes taken up by Indian retailers to succeed in the retail business is to focus on private label brands. Retailers use private label brands to compete with the national brands by setting competitive price points. Determining customer perception towards private label brands is an essential part of a retailer’s marketing strategy formulation process. Age and profession were also found to affect the preference pattern and satisfaction level of respondents in respect of private label brands in different categories of products.
Garima Singh , Jayesh Devnani "A Study of Customer Perception towards Private Label Brand of D-mart" Iconic Research And Engineering Journals Volume 3 Issue 12 2020 Page 64-66
Garima Singh , Jayesh Devnani "A Study of Customer Perception towards Private Label Brand of D-mart" Iconic Research And Engineering Journals, 3(12)