Volume : IV, Issue : II, February - 2014

An Analysis of Consumer Perception Towards Retail Brands in Big Bazaar, Chennai

M. Raja , Dr. M. I. Saifil Ali

Abstract :

Retailing occupies a pre - eminent position in all economies. Retailing includes all those activities that involve the sale of goods and services to ultimate consumers for personal, family and household use. Changes in Indian retailing have been constant but the pace of development is fast over past few years. One such change is the emergence of private labels on the shelves of retailers which becomes the integral part of retailing.

Private label products or services are typically those manufactured or provided by one company for offer under another company’s and. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting. They are often positioned as lower cost alternatives to regional, national or international ands, although recently some private label ands have been positioned as “premium” ands to compete with existing “name” ands.

Organized retail is a big revolution to Indian economy, which not only contribute national ands and also private label ands. So it is necessary to understand the customer perception towards private label ands in a retail store.

This paper throws lights on the factors which influence the customer perception towards private labels and to analyze the customer expectation towards private labels using Big Bazaar as a platform. The main objective of this paper is to suggest measures to promote private labels in Big Bazaar, Chennai.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

M. Raja , Dr.M.I.Saifil Ali An Analysis of Consumer Perception Towards Retail Brands in Big Bazaar, Chennai Indian Journal of Applied Research, Vol.IV, Issue. II

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