An Overview of Consumers’ Preference and Purchase Intention towards Private Label Products

The change in market trends, of late, is marked by the growth of the private label for consumable items. Now people prefer private label products even for household use instead of random selection. Keeping in view the changing trend to explore factors influencing the purchase intention of the consumer towards private label products. With the help of available literature, a study is developed to examine consumers’ purchase intention toward private label products. To test hypotheses, a questionnaire was distributed in Coimbatore city, which was resulted in 207 useful responses. These responses were tested through the purposive sampling method. Percentage analysis, chi-square, Garrett ranking, and ANOVA are the tools used for this study. The study concluded that awareness of private label products was good. The young adult age group prefers private label products, for varieties reasons such as technology, Health consciousness. Private label is a key factor for effective and attractive marketing management and thereby success, innovation, and profitability of the concern. Price and quality are the most influential factors towards purchasing intentions of private label products.