• S.Esakkiraj
• Dr.P.Ravi

A product, which is manufactured by different contract manufacturer, is named by the retailer is known as Private label brands. The private label brands is also called Phantom brands. The boost in private- label is permanent during the contraction periods and that the private – label share behaves contra cyclically. The consumer preference is dynamic. It has got several dimension the way they adopt to prefer private labels. The private label brands have been taking a vital place in various industry based on the consumers preference. This study has been initiated with the view to identify the consumer preference on private label brands in different industries and understand the gender wise association with private label brands. Eventually to visualise the private label performance and the consumer preference. The primary aim of this study is to find out the consumer preference on private label and various industry wise consumer preferences on private labels and to understand the association between gender and industry in terms of private label preference. This study is descriptive in nature. The study was conducted among 338 respondents among them 241 male and 97 female respondents who are surveyed by convenient sampling method. A chi square test have been employed to find out the association between gender and Beauty and personal hygiene products, food and beverages, Apparels, Jewellery, Footwear, consumer durables. Correspondence analysis is used to visualise and understand the relationship between PL preference and PL performance, Pl Performance and Industry Preferred. It is concluded from the study that consumer preference is high on the industries where private label performance are high and consumer durable industry is excellent whereas Jewellery and food and beverages industry shows less consumer preferences. It is understood from the study that consumer preference on private label brands are high in several industry based on their requirement. It is suggested to the respective industry to strategically adopt decisions for taking up the high level private label sustenance.

Private label, Private label sustenance, Correspondence Analysis

"A STUDY ON PRIVATE LABEL PERFORMANCE AND ITS EFFECTS ON CONSUMER PREFERENCE,TIRUNELVELI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 9, page no.237-242, October-2018, Available :http://www.jetir.org/papers/JETIRA006360.pdf

"A STUDY ON PRIVATE LABEL PERFORMANCE AND ITS EFFECTS ON CONSUMER PREFERENCE,TIRUNELVELI DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 9, page no. pp237-242, October-2018, Available at : http://www.jetir.org/papers/JETIRA006360.pdf