Customer Preferences with reference to Private labels of Big Bazaar

Vijay Kumar Reddy Prodhuturi, Dr Jayashankar Prasad Cherukuri, Mr Sambhasivudu Valivella

Abstract


Many of the retailers try to make better profits private labels as a strategy. For that they have to maintain the performance of private labels to gain their expected profit margins. Maintenance of only private brands in the store may not bring good results and maintenance of national labels alone may not result in achievement of required profit margins. In saturated markets, given the intensity of competition, customer bonding has become more important for the simple reason that such relationships generate greater profits for a firm (Juhl, Kristensen, & Ostergaard, 2002; Reichheld & Sasser, 1990). So they were maintaining a tradeoff between labels. And the tradeoff should be in a way such that profit has to be achieved and product availability has to be in a satisfactory level, and all this is to happen while strong bonding is created between the customer and the private labels. This study is taken to find out the performance of private labels over national labels in the Big Bazaar store. The data collected related to this study is analyzed and used for testing the hypothesis using Signed rank test statistical tool.


References


AC Nielsen, 2010, ‘The Crossover Shopper' Comes of Age as Indian Shoppers become more Loyal to a Fixed Set of Stores across Shop Types’, available at: http://in.nielsen.com/news/201011243.shtml (Accessed on 15 Dec 2010).

Brands and National Brands of Cheese. American Agricultural Economics Association Annual Meeting. Denver, Colorado, August 1-4, 2004.

IRI Marketing Fact Book (1996). Information Resources, Inc. Annual Report. Associations. Journal of Marketing Research, Vol. 37, pp. 331-350.

Kaciak, E. & Cullen, C.W. (2006). Analysis of means-end chain data in marketing research. Journal of Targeting, Measurement and Analysis for Marketing. Vol. 15(1), pp. 12-20.

Keoleian, G. A., Spitzley, D. V. & McDaniel, J. (1997). Life cycle design of milk and juice packaging. Cincinnati, OH: US Environmental Protection Agency, Office of Research and Development, National Risk Management Reserach Laboratory.

Klenosky, D. B., Genger, C. E., & Mulvey, M. S. (1993). Understanding the factors influencing ski destination choice: A means-end analytic approach. Journal of Leisure Research. Vol. 25(4), pp. 362-379.

Lal, R. (1990). Manufacturer Trade Deals and Retail Price Promotions. Journal of Marketing Research. Vol. 27, pp. 428-444.

Lincoln, K. & Thomassen, L. (2008). Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity. London: Kogan Page.

McConnell, J. D. (1968). Effects of Pricing on Perceptions of Product Quality. Journal of Marketing Research. Vol. 5, pp. 300-303.

McIntosh, A.J. & Thyne, M. (2005). Understanding tourist behavior through a means-end approach. Annals of Tourism Research. Vol. 32 (1), pp. 259-262.

Mehrotra, A. & Agarwal, R. (2009). Private Label Brands And Their Perception Among Indian Youth. Faculty Jaipuria Institute of Management, Lucknow. Article, No. 180.

Nandan, Sh. & Dickinson, R. (1994). Private Brands. Journal of Consumer Marketing, Vol. 11(4), 18-28.

Nirmalya, K. & Steenkamp, J-B. E.M (2007). Private Label Strategy: How to Meet the Store Brand Challenge, Cambridge: MA: Harvard Business School Press.

Schwartz, S. H. (1994). Are there Universal Aspects in the Structure and Contents of human Values? Journal of Social Issues. Vol. 50 (4), pp. 19–45.

Semeijn, R. J. A. C. R. & Ambrosini, A. B. (2004). Consumer evaluations of store brands:effects of store image and product attributes. Journal of Retailing and Consumer Services. Vol. 11, pp. 247–258.

Sethuraman, R. & Mittelstaedt, J. (1992). Coupons and Private Labels: A Cross-Category Analysis of Grocery Products. Psychology and Marketing. Vol. 9, pp. 487-500.

Shapiro, E. (1992). P&G Takes On the Supermarkets With Uniform Pricing. The NewYorkTimes. April 26, p. 35.

Sheth, J. N. & Talarzyk, W.W. (1972). Perceived Instrumentality and Value Importance as Determinants of Attitudes. Journal of Marketing Research. Vol. 9, pp. 6-9.

London: Dryden Press.Sood, J. (1993). A multi country research approach for multinational communication strategies. Journal of International Consumer Marketing. Vol. 5, pp. 29–50.Steenkamp, J.-B.E.M. (1989). Product quality: An investigation into the concept and how itis perceived by consumers. Assen/Maastricht: Van Gorcum.


پاراگلایدر Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

ISSN : 2251-1547