CONSUMERS INTENTION OF BUYING PRIVATE LABEL BRANDS IN FOOD AND GROCERY RETAIL SECTOR IN CHENNAI

Journal: International Journal of Management (IJM) (Vol.6, No. 2)

Publication Date: 2015-02-27

Authors : Dr.R.SATHYA;

Page : 74-82

Keywords : Iaeme Publication; IAEME; Management; Business; IJM; Intention; Private label brands; Food and Grocery items; Perception.;

Source : Download Find it from : Google Scholar

Abstract

Private label brands enjoy different level of acceptance and perceived risk and the level of attention towards this brand varies based on the product categories and different elements of marketing mix. This paper explores consumers’ intention to buy private label brands. More specifically, this study focuses on private label food and grocery items.

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CONSUMERS INTENTION OF BUYING PRIVATE LABEL BRANDS IN FOOD AND GROCERY RETAIL SECTOR IN CHENNAI

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