Private label brands in food and grocery: A study of changing consumer and retailer perception in India

Abstract

This project aims at understanding the change in the perception of consumers and buying behaviour towards private labels. We analysed the various strategies used by retailers to increase the penetration of their private labels in the market. It takes into consideration the profile of the consumers who purchase private labels and factors that determines their purchasing behaviour. We used several research methodologies like in-depth interviews with retailers and consumers, survey for collection of data and store visits to understand the different placement and promotion strategies of the retailers. Then based on the data collected, the report moves on to find out the various key factors for increase in the sales of the private labels. Based on our analysis, the various learning and recommendation for the retailers have also been jotted down in the end.