• Mr. CHIRANTH K.M
• Dr. KAVITHA B N

The birth of private-labels is a major landmark in the history of retailing. Private labels weren't always taken so seriously; in the past, they were considered cheap, no-name substitutes for "real" brands -- cheap in terms of price as well as quality. The growth of private labels can be directly linked to the growth of modern retailing. Retailers need to gain customer confidence in its offerings so as to successfully introduce private labels. The reasons why retailers choose to offer private labels include generating additional margins by by-passing branded suppliers as the power shifts from national brands to retailers, filling gaps in their product range which may not be currently addressed by branded suppliers, including a product variant or a size option in that category and using private labels to differentiate their store’s product range from competitors and create a distinctive advantage. With this background, the present study has tried to investigate the level of awareness among customers towards private labels and also an attempt has been made to identify the purchase pattern of private label users in Mysuru city.

private-label brands, retail, value, awareness

"AWARENESS ABOUT PRIVATE LABELS AMONG CUSTOMERS: A STUDY OF ORGANIZED RETAIL STORES IN MYSURU CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.93-100, June 2019, Available :http://www.jetir.org/papers/JETIR1907J16.pdf

"AWARENESS ABOUT PRIVATE LABELS AMONG CUSTOMERS: A STUDY OF ORGANIZED RETAIL STORES IN MYSURU CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp93-100, June 2019, Available at : http://www.jetir.org/papers/JETIR1907J16.pdf