Volume : V, Issue : IV, April - 2015

FMCG PLB's–A WIN–WIN SOLUTION FOR CUSTOMERS & ORGANIZED RETAILERS: A STUDY IN SURAT REGION

Ms. Arnaz D. Bhatporia, Dr Ram Kumar Balyan

Abstract :

 It is widely observed that FMCG Private Label Brands (PLB’s) potential for resolving some of the commonly faced challenges by retailers like poor margins, highly price sensitive customers, decreasing customer retention etc are very high. They provide greater balance of price & quality, convenience, consistency, innovation & enhance in–store experience of consumers. FMCG Private Label Brands (PLB’s) being unique to one retail chain 

cultivates a sense of and loyalty among consumers in comparison to NB’s which are widely available everywhere. The 
study explores potential of FMCG Private Label Brands (PLB’s)& identifies FMCG Private Label Brands (PLB’s) key parameters leading to organized retailers’ competitive advantage with the change in consumer buying behavior. It further 
discusses about buying preference of consumers & highlights the factors affecting sales growth of FMCG Private Label 
Brands (PLB’s). The proposed research is basically exploratory research based on primary data collected through structured interview in person with 128 consumers each from Big Bazaar, Star Bazaar & Reliance Fresh. Thus, the research 
methodology deployed for research work is collection of primary data through survey of 384 consumers, supported by 
available secondary data. Systematic random sampling method is used for collection of data

Keywords :

Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Ms. Arnaz D. Bhatporia, Dr Ram Kumar Balyan FMCG PLB's–A WIN–WIN SOLUTION FOR CUSTOMERS & ORGANIZED RETAILERS: A STUDY IN SURAT REGION Indian Journal of Applied Research, Vol.5, Issue : 4 April 2015


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