Private Labels – Where do they lack? – Indian Scenario

Private label market share in the US is very much higher as compared to the share of private labels in India. This research focuses on the aspects which these giant retailers need to consider in order to succeed in Indian market. Comparison of Marketing Mix of National Brands as against Private Labels was done in the first part of this research. For second part of the research questionnaire was prepared to find out consumer preferences and factors which they do compare while making buying decision. Data collected was then analysed to draw inferences. Based on the analysis of both parts I & II conclusion was drawn, which was followed by suggestions that can be implemented by retailers, so as to overcome the lacuna and gain market share.