• GIJO GEORGE
• DR. HERALD. M. DHAS

Abstract Private-label products or services, also known as “phantom brands," are those manufactured or given by one company for offer under a store's brand name. The growing consumer class along with the entry and expansion of organized retail sector in recent years has set the pace of the corporate investment in retail business. Though the Indian retail business seems to be small, when compared to developed markets, it is attractive enough to invite the interest of the investors. Private-label products that are bought and sold are available in a wide range of businesses from food to cosmetics to web hosting. They are often positioned as lower-cost other choices to national or international brands. Some private label brands have been positioned as premium brands "higher price/higher cost" to fight against existing "name" brands. Private labels referred to as home brands, own brands, own labels, store brands, retailer brands and probably more. Examining purchaser preference towards private label brands have generous implications in marketing. The objectives of the study are to find out the private label brand products tried so far, the switching brand behavior of consumers and to assess the factors influencing consumer preference for private label brand products. The study has been conducted in the shopping malls in Ernakulam. Data were collected by administering the structured questionnaires from 582 shoppers. The statistical tools used in this thesis are reliability test, factor analysis, z-test, one-way ANOVA, Chi square test, correlation analysis, multiple regression analysis and structural equation modeling. The findings show the consumers preference for private label brand products.

Private label brand, intention, loyalty

"A STUDY ON PURCHASE INTENTION, SATISFACTION AND LOYALTY OF CUSTOMERS TOWARDS PRIVATE LABEL BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.513-517, December-2018, Available :http://www.jetir.org/papers/JETIR1812765.pdf

"A STUDY ON PURCHASE INTENTION, SATISFACTION AND LOYALTY OF CUSTOMERS TOWARDS PRIVATE LABEL BRANDS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp513-517, December-2018, Available at : http://www.jetir.org/papers/JETIR1812765.pdf