The rising consumer acceptance towards Private label offerings: A study of the Indian retail market with special reference to the City of Gujarat

In the age of fierce competition in the Indian economy, private labels offerings have succeeded beyond expectation when compared to the numerous national brands existing in the market. Various retailers have tried their level best today to differentiate their offerings in the present market. One of the most vital channels available with a retailer to implement this is through driving on Private Label offerings. This research paper focuses on the rising consumer acceptance towards private label offerings to bring out several dimensions regarding the nature, consumer awareness and consumer perception levels in the Indian retail market in the state of Gujarat in India. This study revealed five perception factors through the application of Principal Component analysis- Assortment & Information, Price sensitivity, Risk consciousness, Quality consciousness & Rationality. Moreover, it also attempts to bring out the managerial implications when it gets to the administration of the private label offerings.