• DR. S.SYED RAFIQ AHMED
• A.SHAHIN

In the era of post-modern marketing, the market is being bombarded with numerous products with good features and every marketer wants to find a place in the consumer's heart. Gone are the days when the tangible aspect of product elements could influence the mind of the consumers. Building a strong brand is an imperative strategy to succeed in highly competitive environments. Store brands are an important source of profit for the retailers. Indian retail industry is the largest employer after agriculture and it has the highest outlet density in the world. Customers prefer a particular retail outlet if they find greater return over their total shopping cost. Repurchase intention reflects the loyalty that exists between retailer-customer relationships. The study aims is to identify the consumer preference and factor influencing retail store selection and its repurchase intention. The sampling size chosen for this study is 150. The study indicates the store image and environment are top most factors that influencing store brand which paves way for repurchase intention .There are significant inter-relationships among the store brand preference factors and the study provide various insight into store brands and its repurchase intention.

Key Words: Brand, Store Brand, Repurchase Intention

"STORE BRANDS AND ITS REPURCHASE INTENTION: A STUDY ON CONSUMER PREFERENCE WITH REFERENCE TO SELECTED RETAILER’S BRANDS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.529-540, June 2019, Available :http://www.jetir.org/papers/JETIR1907P82.pdf

"STORE BRANDS AND ITS REPURCHASE INTENTION: A STUDY ON CONSUMER PREFERENCE WITH REFERENCE TO SELECTED RETAILER’S BRANDS IN CHENNAI", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp529-540, June 2019, Available at : http://www.jetir.org/papers/JETIR1907P82.pdf