A Study On The Consumption Pattern Of Private Labels In Kerala With Reference Grocery And FMCG.

Abstract - The store brands otherwise known as private labels are changing the future of modern trade outlets in India. Started on a low key profile such as low price low quality and limited movement the store brands have gone a long way in establishing its credentials. The store brands are in par with the national brands at least in selected chains and outlets in India in terms of quality and price. The private labels have 50 or more than 50 market share in many parts of the developed world. The private labels are pervasive in personal care home care processed food groceries and consumer durables etc. The present research was carried out at the selected retail a chain in Kerala such as More Spencer and Reliance Fresh finds that the married and un-married age group and based on the level of education consumption will be different for Flour in Grocery and Personal care in FMCG.