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Conceptual Approach on Private Label Brands Chandrachud S.* Faculty of Economics, VELS University, Chennai, India *Corresponding Author: Dr. S. Chandrachud Faculty of Economics, VELS University, Pallavaram, Chennai, India. E-mail: scchud@yahoo.com
Online published on 16 March, 2018. Abstract The Indian retail era is witnessing the migration of trade activities from the national brand to phantom brand in the past decade. In spite of economical and political fluctuations, the Indian retail has emerged with promising sign of growth in Private label branding. The current study tries to correlate the economic theory with private labeling as the customer preference of private label is the secret of level success in Indian retail. The initial chapter provides fundamental information about private labeling. Chapter two enlists the literature review. Chapter three endorses the application of revealed preference theory of consumer behavior for private labeling. Chapter four envisages the mechanism of private labeling and the last chapter concludes with the road map of private labeling in Indian retail. Top Keywords Private Label, Revealed preference theory, retail sector, consumer behavior. Top | |
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