Private Label Brand Extension and Consumer Buying Behavior towards Household Cleaning Chemicals
Abstract
Abstract
Retailing in India is at nascent stage and private label brand or store brand extensions from those retail outlets are almost negligible, less than 5% of the retail business. But now things have changed and private label brands are leading in every segment. In the household cleaning segment also many private label brands are leading the competition. Consumer buying behavior is mainly affected by many determinant factors and this paper aims at understanding and identifying the important determinant factors affecting the consumer buying behavior towards private label brands in household cleaning segments with respect to manufacturer brands. Private label brands are very successful because they offer many advantages to the consumers. Consumers are mainly affected by many internal factors like demographic, social class, family size, lifestyle and many other factors while purchasing household cleaning chemicals. Consumers are also affected by many external factors like brand image, price, packaging, evidence, experience, assortment etc. while buying private label brands of household cleaning chemicals.
Keywords: Consumer behavior, Empirical study, Private label brands, Household cleaners.
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