Private Label vs National Brands: a Comparative Study

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Table of contents
• Executive Summary……………………………………..………………………………………08
Section I
• Introduction to Private Labels………………………………………………………………09
• Background: Evolution and Emergence of Private Label………..…………….11
• Review of Literature…………………………………………………………………………….13
Section II
• Research Methodology………………………………………………………………………..18
i. Objectives of Research……………………………………………………………….18 ii. Research Problem……………………………………………………….…………….18 iii. Research Question……………………………………………………….……………19 iv. Research Hypothesis………………………………………………………………….19
v. Research Method………………………………………………………………………20 vi. Limitations…………………………………………………………………………………20
Section III
• Data Analysis……………………………………………………………………………………….21
i. Demographics……………………………………………………………………………21 ii. Awareness………………………………………………………………………….……..23 iii. Importance of Factors influencing Purchase………………………………25 iv. Consumer Attitude……………………………………………………………….……27
• Private Label Vs National Brand: Brand Strategy………………………………….36
• Findings of Research………………………………………………………………………..….40
Section VI
• Implications for Retailers……………………………………………………………………..41
• Suggestions ………………………………………………………………………………………...42
• Conclusion……………………………………………………………………………………………43
Bibliography………………………………………………………………………………………………..44
Appendix: Questionnaire……………………………………………………………………………….46
Contents of tables
1. Determinants of Success of Private Labels……………………………………………16
2. Descriptive Statistics 1…………………………………………………………………………26
3. Descriptive Statistics 2……………………………………………………….………………..31
4. Correlation Matrix…………………………………………………………………..…………..33
5. Communalities…………………………………………………………………………………….34
6. Component Score coefficient Matrix…………………………………………….……..35
7. Private Label Strategy………………………………………………………………………….36
8. Segmentation Strategy………………………………………………………………….…….37
9. Product Vs Store Branding……………………………………………………………..……37
10. Key Differences………………………………………………………………………………..….39

Content of figures
1. Determinants of Success of Private Labels……………………………………………17
2.

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