Consumer Behaviour Towards Private Label Brand With Respect To Apperals

The idea of private labelling is not novel idea in India. The origin of private label can be found from the ancient days, where goods of private labels are sold along with the national brands. To augment earning and improve customer loyalty, a lot of retailers have bowed to private label products. Private label products are extremely eye-catching to retailers because these products can enhance gross margins. Retailers have identified that profit margins on products planned and sourced by their own teams are considerably higher than on branded products. In the present study the authors have attempted to get wider knowledge and more understanding of customers’ behaviour towards private label brands with special reference to management students in the Gandhinagar city in the state of Gujarat. A quantitative method will be used in the study. Primary data of management students’ towards private label brands will be collected through questionnaire. The results of the questionnaire will be analyzed and interpreted. Key words: Private label, Consumer behaviour, Brands Policy