A study on factors influencing customer willingness to buy private label brand (PLB) in Chennai (India)

Abstract

1. a) Purpose-The objective of this paper to comprehend the choice of private label brand by consumers who buy dal variety – Toor dal and green moong dal (food grocery category) in 3 Supermarket chains in Chennai and to measure the factors deciding the purchasing of a private label in this division.


2. b) Methodology- This study is conducted using a Self-administered Questionnaire which is circulated to 103 shoppers in households staying in the vicinity of Chennai district and the data acquired from respondents is inspected using regression analysis.


3. c) Findings- Consumers with a higher degree of familiarity and perceived quality with Private Label Brand in Toor Dal and Green Moong Dal (Dal variety) will cultivate increased intention to purchase Private Label Brand of that product. And also lower the perceived risk linked with the use of the Private Label Brand Toor Dal, the greater the consumers buying intention of that product.


4. d) Practical implications- This research paper can help retailers to identify the factors that influence customers to purchase Private Label brands in Dal variety and build customized strategies according to it.


5. e) Originality/Value- This study identifies the role and perception of Private Label Brands in the mind of Indian consumers.