Organized Retailers use private label brands to compete with the national brands by setting competitive price for products. Determining customer perception towards private label brands is an essential part of a retailer’s marketing strategy formulation process. To gain this understanding with respect to Indian customers, present study was conducted by using the personal survey method on respondents from the northern part of India. Study conducted through structured undisguised questionnaire, using 5 – point Likert scale. Hypothesis framed for the research work have been tested with the help of t-test and Chi-square test. Study reveals that parameters like scheme, brand design and price shows different opinion of respondents.
Received: 10 March 2014
Revised: 10 June 2014