A STUDY TO UNDERSTAND THE FACTORS THAT INFLUENCE INDIAN BUYERS TO SHIFT FROM NATIONAL BRAND TO PRIVATE LABEL BRANDS. A STUDY ON MAJOR METRO CITIES OF INDIA

Retails in Asian countries have been witnessing a huge shift from the locally owned supermarket to international hypermarket format. Now organized retail chains are also dominating in the multi-brand retail format of Asian countries. India will also see a huge transformation in the retail sector as the recent FDI reform in the retail industry will attract the multinational retail chains in India. The advent of organized retail in India is slowly changing the outlook of these retailers towards their offering to the consumers. Now with the wide range of national brands of various categories of the products, these multi-brand organized retailers also offer their own brands, which are called Private Label Brands. However, these Private Label brand are slowly gaining the momentum in India, but still, their representation in the stores is far behind than the other western countries of the world. The finding of the study will help marketers to devise the marketing strategies to promote Private Label Brands. The Study is based on primary data collected through an extensive questionnaire survey conducted in eight metro town of India namely Mumbai, Chennai, Delhi, Kolkata, Hyderabad, Bangalore, Pune, and Ahmedabad.