• BEULAH VIJI CHRISTIANA M

The dynamic environment in the Indian scenario has given opportunity for the introduction of Brands offered by famous private retailers . Brand Equity is considered to be the reason for the popularity such brands . This paper provides an insight into the various factors that influences the customers to prefer such brands . The impact of demographic factors is also taken into consideration. Apart from that various other factors that influences customer preference of private brands is also studied. Perception of customers towards service qualityof such brands is also studied. Descriptive research design used for the study. Sample size is confined to 310 and the sampling technique that is being used is convenience . Significant statistical tools were used for analysis using SPSS. The study conveyed the fact that customers prefer private label brands mainly because of its need satisfying capability at good quality and competitive pricing. Reliability and customer responsiveness are found to be significant drivers that influence customers to use private label brands.

Private Label Brands, Customers, Preference

"CUSTOMER PERCEPTION TOWARDS PRIVATE LABEL BRANDS IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 4, page no.445-451, April-2021, Available :http://www.jetir.org/papers/JETIRES06093.pdf

"CUSTOMER PERCEPTION TOWARDS PRIVATE LABEL BRANDS IN INDIA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 4, page no. pp445-451, April-2021, Available at : http://www.jetir.org/papers/JETIRES06093.pdf