Impact of Private Labels on Customer Retension with Special Reference to Mysuru City

Abstract

India has experienced rapid changes and socio economic transformations in newlineretail sector in recent years. Private label brands or store brands have shown newlineremarkable growth in few years. Private labels are slowly becoming a champion in the newlinebig Indian retail growth story. Taking cue from the west, Indian retailers are also newlinechurning out newer ways to increase their profit margins. One such initiative is the newlineintroduction of in house brands. Initially it was positioned as low price and low newlinequality brands, now the situation has been changed and the in house brands have newlinemoved a long way in establishing its identity. Now, gradually the private labels are newlinewidely accepted in par with the national brands in terms of price and quality. newlinePrivate label brands have attracted attention of researchers from all over the newlineworld for a long period of time. It has been studied extensively in developed countries newlinelike USA, UK, Switzerland etc but few in case of emerging countries like India. newlinePrevious research studies conducted in India have focused more on customer newlineperception, attitude and factors influencing purchase of private labels but few studies newlineon impact of private labels on customer retention. By identifying the above newlineresearch gap, the present study being conducted would contribute to the field of newlineretailing and help retailers to identify those private label brands which have a greater newlinevalue-addition in the minds of the customers. newlineThe purpose of this study is to know the importance of private labels, to newlineidentify the factors influencing customer preference towards private labels, along with newlinehow good the strategies of private label sellers have influenced customers to newlinerepurchase private labels and lastly to identify whether the private labels have impact newlineon customer retention. newlineThe present study is on impact of private labels on customer retention in select newlineorganized retail stores, Mysuru city and the popular retail stores dealing with Private newlinelabels in food and grocery segment are considered for the study. The r