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Abstract

In the excess accessibility of products and substitute products, consumers’ perception towards quality, price and value are measured as essential factors of shopping habit and choice of produce.  Private Label Products are possessed by the Retail Chains and National Brands are possessed by producers.  National Brands are dominants in the market similarly the number of private label products and its sale is also increasing in the market. This study has used the 4Ps concept to survey the consumer perception of private label products.  The main objectives of the study are to measure the level of variation in the consumer perception and to measure the consumer perception of the defendants on the various components of private label products. The study ends with the 4Ps concept which helps to increase the private brand products and the profit of the retailers.  The retailers have to gather the feedback to expand the quality; it become national brand if the retailers keep focus on quality.  The complete awareness of the private label products is only in average level.  The retailers have to maintain the price at low level as it helps them to rise the sale.  Accompanying market research may help to develop the, ideal marketing fusion and quality of the product.  The retailers are specific in the sale of products. It is upright for the upcoming sales.

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