AN EMPIRICAL STUDY OF CONSUMER PERCEPTION AND LOYALTY AS FACTORS OF THE SELECTION OF PRIVATE LABEL BRANDS AT SELECT RETAIL STORES OF PUNE WITH SPECIAL REFERENCE TO ORGANIZED RETAILING

The retail sector and its environment have experienced radical changes in the last decade. Most of the changes are due to changing demographics, and changes in the retail sector including the addition of Landmark group, Aditya Birla group etc. This is focusing on the relative importance of the various products purchased at organized retail outlets and the choice of format, choice for Private Label brand and the acceptance level as well. The research paper is focusing on the two descriptive variables viz. consumer perception and consumer loyalty and the process of estimating variables on Private label brands. Research Design – Analytical Sampling Frame – Pune Sample size – 500 (Respondents from Organized and Unorganized retail stores category) Sampling technique – Cluster sampling (Probability sampling technique) Analytical tool(s) used – Measures of mean and Standard Deviation (SD), Factor analysis Findings – At the end of the research analysis, factor analysis score suggested that consumer perception and loyalty are the determinant measures of Private Label brands. The present study structured in to major four parts. In the first part of the study the attempt has been made to understand current issues in the Indian Retail Industry. In the second stage a brief overview of organized retailing. In the third it has been highlighted to identify the determinant factors for private label brands in the industry. Finally an attempt has been made to understand challenges/road ahead for retail industry in organized market. The paper is resourceful for the readers to get the insights of retail industry.