A STUDY OF THE PERFORMANCE OF PRIVATE LABEL BRANDS AND OTHER BRANDS: ANALYTICAL APPROACH

The swift globalization of manufacturers as well as of retailers has unfastened new trade related chances and unusual ways of coping with private labels and their perceptible influence on producer–seller relationships. For example, brand cannibalization may be of less concern when the product is manufactured for an overseas private label of different market retailers. Likewise, when a retailer sets up a production agreement for its private label with an overseas producer, this can mitigate the conflict with the national brand manufacturer. This study focuses on producers that are manufacturing for the international markets and examines their perceptions and attitude toward private labels and overseas retailers, as well as their actual behaviour in terms of their branding strategy. Distributors and mainly retailers can benefit from this study by gaining an understanding of overseas producers' attitudes toward their private labels and learn when it is more advisable, and more beneficial to both sides, to manufacture private labels. In addition, retailers can learn when overseas agreements are preferable to local contracts with domestic manufacturers. Private label brands are those which developed by retailers and available for sale only from that retailers. These are available in many industries now-a-days. Since the Private Label has come to the picture it has developed a lot. It has been used for the development and welfare for the country. It actually increases the buying and selling power of retailers. Store brands in India are in growing stage. It is difficult to get success quickly in India because of the highly unorganized structure of retailing. In most of the cases it is being explained that the development of welfare with Private Label in short term. Consumers are also benefited from the availability of the number of goods. But the lower price competition amongst the retailers can affect the welfare of the country.