-: Paper Title :-

“A comparative study of Consumer’s Attitude towards Private

Label Brands and National Brands”

Prepared by:

Mr. Nailesh Limbasiya

R K University – Rajkot

ADDRESS:

“Brahamani Krupa”,

Shakti Nagar Society,

Mavadi Ring Road Chock,

B/H Radhika Restaurant

Rajkot -360004

Ph. No. 9712657872

Email: nailesh.limbasiya@rku.ac.in

“A comparative study of Consumer’s Attitude towards

Private Label Brands and National Brands”

Abstract:

Globally India is reported fifth largest retail market growing with 15percentage per annum. Total

size of Indian retail industry is around INR 16 Trn (RASCI, 2011). It is the largest industry in

India and contributing around 10 percentage of the India’s GDO. Due to change in per capita

income and spending with growth in income, changing lifestyle etc. it is expected to grow 25 %

yearly. This industry provide second largest employment i.e. around 10 %. With the growth of

service sectors and improving the industrial output in India has set the sustainable growth of this

industry.

The paper captures consumer attitude towards private store brand versus private national brand

while purchasing goods from the store. The paper also attempts to study the future prospects of

private label for store owner and future threats for private national brands. The study captures

consumer attitude towards five attributes viz., quality, price, risk, packaging, and brand. The

utility and implication of the proposed study is discussed for owner of retailers, owner of private

national brand, managers and researchers.

Keywords: Private label brands, Retail formats, Consumer attitude, National brands

“A comparative study of Consumer’s Attitude towards

Private Label Brands and National Brands”

Introduction:

Brands which are exclusively owned, controlled and sold by the retail store owner is termed as

the private label brands or store brands or in-house brand of the retailer. Its own store brands

which are launched by retailers. Westside and Pantaloons are the Indian retail organisation which

are predominantly store brand driven. It also available in various segments like accessories,

footwear, colas, fruit juice, noodles, snacks, ready to eat food, air fresheners, floor cleaners,

detergents, washing shops etc. currently retailers focuses more on private label brands to

improve the productivity of the store. Till now the retailers were highly focused on apparels and

accessories segments but now it is sifts towards FMCG, grocery and electronics. One of the

reason behind the growth of private label brands in India is the growth of organized retailing in

India. Still the Indian organized retail market is at the infancy level i.e. 9-10% of all types of

retailing. Retailers are exploring various promotional and positioning strategies to differentiate

the private label brands in the mind of consumer. The prime challenges for private brand retailers

are in terms of kind of retail mix, rivalry among the national brands, and the availability of shelf

spaces. In general practice the retailers are purchasing the private label goods from the supplier

or from the manufacturer and rename, repackage and sells under the own brand name. Many

time manufacturers supplies the goods under prescribed labeling and packaging of the retailer. It

is also a kind of contract manufacturer. Depending on the agreement between manufacturer and

retailer they can use the retailers name or middleman name or combination of both to sell their

product in market. Normally large retailers or wholesalers are used to do private labeling to

improve the overall profitability. Smaller retailers may not have sufficient marketing knowledge

and funds to compete with other large national player in market.

Benefits of Private Label Brands:

Cost of Private label brands is lower compare to manufactures’ brand because of the

lower cost of advertising so customers can purchase the same goods at lower price.

Additionally the private brand retailers are having the more control over the price and

they are able to leverage the price with customer demand. So it can easily meet the

competition and demand both.

Besides it private label is also get the advantageous to display it for the maximum impact.

It can also create the point of purchase advertising display to grab the attention of the

customer.

Private label brand is also appeal the bargaining conscious consumers. Consumer

perceives plus value in private label because of store loyalty.

Retailer can have the more control over shelf space and can exert the bargaining power

over the manufacturers.

Private Brands at Big Bazaar:

Apparels: DJ&C, pink n blue..etc

FMCG: Tasty Treat, Fresh n Pure

General merchandise: Dream-line

Consumer durables & electronics: Sensei and Koryo.

Review of Literature:

There are significant researches are conducted to understand the impact of consumer behavior

and performance of private label brands among the reputed national brands. The Study of A C

Nielsen (2005) has found that the 56 percentage of the consumer believed that private label

brands are good alternative to various national brands. Chandan & Shilpa (2010) found that the

overall advertising to sales promotion ration at shopping mall is increases from 60/40 to 75/65

percentage.

Frank Boyd (1965) determine that the various consumption, socio economic and shopping habits

of the customers distinguishes the private label brands from the manufacturer’s brand. Bush

(1987) examine that the demographic and psychographic variables are important to understand

the consumers attitude towards private label brands. A study also found the substantial

difference in the preference of private label brand by various income groups Code (1971).

The study of Batra and Sinha (2000) examine that the consumer perceived risks are subject

matter of the “Search” and “Experience” attributes of the products and it is for different

categories of the private label and national products and brands. In Delhi and Mumbai there is

sales zoom about 40 percentage from the previous year (Economic Times, 2013) which shows

the better opportunity for marketing private label brands.

Objectives of the Study:

To study the consumer buying behavior in context of big bazaar Rajkot

To study the awareness of the private label brand available at big bazaar

To analyses the competitive position of the private label brand in the retail sector

To study the factors that can help in promoting the private label brands in big bazaar

To identify various parameters which influence the customer’s buying behavior.

Expected Contribution from the Study:

The study of this topic would contribute in clarifying the trend of awareness existence of the

private label brands in the big bazaar stores. The beneficiary from the study of this topic would

be first of all self-researcher, academicians, practicing managers, prospect researchers and the

concerned people at big bazaar. If these parties refer this research study in future may take

advantage of the finding and suggestions. The company management if feel may implement the

suggestions for providing values to the customer at big bazaar.

Research Methodology:

Type of Research: This research is descriptive research. The topic is theoretical and data was

collected from personal visit of Mall visitors from the big bazaar store Rajkot. The descriptive

research is most suitable to the topic selected.

Sources of the Data: The study was conducted in the big bazaar Rajkot; Research will relies on

primary data; a self reporting questionnaire was developed for study.

Instrument for Data Collection: A Structured Questionnaire was used as an instrument, which

consists of closed ended questions. One to one interaction with respondents was being done to

ascertain their point of view on various aspects which was covered in the structured

questionnaire.

Research Methods: For collection of primary data for this research work, survey and

observation methods was used.

Sampling:

o Sampling Method: Convenience Sampling

o Sampling Unit: Individual Malls Visitors

o Sample Size: 60 [ Respondents 40]

o Population: Rajkot City

Results and Analysis:

Table 1: Share of Product Category for one time Shopping Portfolio at Big Bazaar

Departments Proportion

Food Bazaar 38.33 Utensils 1.66

Apparels 26.66 Electronics 3.33

Staples 15 Toys 0

Home fashions 10 Accessories 1.66

Stationary 3.33 Foot Wear 0

Source: From primary data collection

From the above chart it can analyzed that in the customers shopping portfolio food bazaar

contribute the major share. The food department has a major role to play in the customer buying

habits. The second major contribution is of apparels or the fashion bazaar followed by staples

and home fashions.

From the study it was founded that 45% of the customers know about offers and schemes

through newspapers. The people in Rajkot city are more habituated to read newspapers so they

are more influenced by that. The second most preferred source is words of mouth, 40% of

customers are influenced it followed by in store advertisements, and television. The other

important aspect is the other sources called website, and hoardings are ineffective for the

customers of Rajkot.

From the basic information of consumer it was also analyzed that out of the total respondents

(customers) only 66.67 % are aware about the private label brands available in the big bazaar

store and remaining 33.33 % are unaware about the private label brands.

Comparative Analysis of Private Label Brands & National Brand:

Hypothesis:

The following null and alternative hypothesis has been framed for this study. Here we assume

that both the variables are independent.

H0: There is no significant difference between consumer attitude for Private Label

Brands and National Brands

H1: There is significant difference between consumer attitude for Private Label

Brands and National Brands

Table 2: Consumer Attitude toward Private Label (PB) & National Brand

Sour

ce:

From primary data collection

The major consideration is that despite of infancy stage of the products of private label brands

the price structure of it has no significant difference in comparison to the products of national

brand being in the maturity stage. The major consideration is that the customers feel more

secured when they know the brand but in case of private brand they have more threat of risk in

comparison to the product of national brands. The major consideration is that the customers are

always attracted by elegant packaging. In terms of packaging the customers rated the products of

national brands superior than products of private label brands. The major consideration is that the

customers are always attracted the products having better brand image. In terms of brand image

the customers rated the products of national brands superior than products of private label

brands.

Table 3: Single Factor ANOVA Test

Groups Count Sum Average Variance

PB 5 -4 -0.8 1000.7

NB 5 276 55.2 876.7

ANOVA

Source of Variation SS df MS F P-value F crit

Between Groups 7840 1 7840 8.351976 0.0202 5.317655063

Within Groups 7509.6 8 938.7  

Sr No. Parameters Brand CategoryAggregate Score of the Consumer

Attitude

1 QualityPB 18

NB 62

2 PricePB -32

NB 17

3 RiskPB -28

NB 33

4 PackagingPB 43

NB 76

5 BrandPB -5

NB 88

Total 15349.6 9        

Here the p-value is less than 0.05 that indicates the significant difference in attributes of private

label and national brands. We can reject the null hypothesis and the alternative hypothesis is

accepted. Hence, there is significant difference between consumer attitude towards national and

private label brand.

Conclusion:

From the above analysis we can conclude that consumer perceived value and attitude towards

private label brands and national brands are significantly different so retailers has to put extra

efforts to change the attitude of the consumer for private label brand. Additionally following

issue can be recommended for Big Bazaar.

The products of private brands should be promoted more

The customers should be informed about the offers and schemes associated with the

products of the private label brands.

“Special Zone” should be developed to enhance the selling of private label brands.

Special VMs should be made to attract core customers.

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