Private Label Brands and Consumer Brand Consciousness

As per the KPMG report 2009, globally private label brands contribute 17 percent of total retail sales with a growth rate of 5 percent annually. International retail giants such as Wal-Mart of USA and Tesco of UK have 40 percent and 55 percent private label brand representation in their stores respectively. In India there is an increasing and positive trend towards private label brands, especially in apparel, consumer durable, homecare and FMCG segment. In India private label brands constitute nearly 10 to 12 percent of total organized retail product mix. The overall concept of private label brand is in its infancy stage in India and hence so far could not generate any interest of researchers to work on this subject. Moreover there is no study which can correlate the buyer's brand awareness and their inclination towards Private Label brand. This study has analyzed the correlation between buyer's brand awareness and their inclination towards Private Label brand thus it could help retailers to design marketing strategies in order to increase their sales revenue share through Private Label Brands