EXPLORING FACTORS INFLUENCING BUYING OF PRIVATE LABEL BRANDS: A FOCUS ON FMCG AND GROCERY ITEMS WITHIN ORGANIZED RETAIL ENVIRONMENTS

Abstract

This research article aims to investigate factors influencing buying of Private Label Brands (PLB’s) in the Fast-Moving Consumer Goods (FMCG) and Grocery segments within organized retail stores. PLB’s have gained significant traction in recent years due to their increasing popularity and strategic importance to retailers. The study employs a mixed-method approach, combining both qualitative and quantitative methods to gather comprehensive insights. Through a structured survey and in-depth interviews, the research delves into the factors influencing consumers' attitudes towards PLB’s, their purchase behavior, and overall satisfaction with the products. The findings provide valuable implications for retailers and manufacturers seeking to improve their understanding of customers' preferences and capitalize on the growing potential of PLB’s.