PRIVATE LABEL BRANDS AND STORE LOYALTY – A STUDY WITH REFERENCE TO APPARELS
Keywords:
Private label brands, customer perception, store loyalty, loyal customersAbstract
This research studies about the penetration of private label brands towards the minds of customers and its influence over the enhancement of store loyalty. The main objective of the study is to identify the key factors to improve store loyalty particularly in private label brands and to determine the relationship between the private label brands and store loyalty. Data comprises of 200 samples within the Chennai city. Convenient sampling technique was used to select samples. The nature of the study is descriptive. MAX, RELIANCE Trends, Big Bazaar are the three private label brands chosen for date collection.
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