TOPIC 2 INTRODUCTION The business environment is very turbulent in the 21st century and society is over-loaded with the amount of information facing each day. Nowadays, brands became the focal link in consumer markets due to their ability to offer value for both the customers and the companies . Private labels most often cover the basic functional product categories, such as paper towels, soft drinks, pet food, everyday canned foods, etc. They do not carry the name of the manufacturer or retailer and are mainly positioned at the lowest possible price. Generic private labels are undifferentiated products, usually offered in one size and one variant only, less visible on the shelves . The purpose of the present study is to offer more insights into consumers store brand products buying behavior and promotional activities effect on consumer buying behavior . STATEMENT OF PROBLEM A study on Private Label Brand Choice involving demographic and psychographic variables . RESEARCH OBJECTIVE To study consumer buying behavior about private labels on the basis of demographic and psychographic variables . To known the in store promotional activities on private labels and there influence on consumer behavior . PROPOSED METHODOLOGY
TOPIC 2INTRODUCTIONThe business environment is very turbulent in
the 21st century and society is over-loaded with the amount of
information facing each day. Nowadays, brands became the focal link
in consumer markets due to their ability to offer value for both
the customers and the companies .Private labels most often cover
the basic functional product categories, such as paper towels, soft
drinks, pet food, everyday canned foods, etc. They do not carry the
name of the manufacturer or retailer and are mainly positioned at
the lowest possible price. Generic private labels are
undifferentiated products, usually offered in one size and one
variant only, less visible on the shelves .The purpose of the
present study is to offer more insights into consumers store brand
products buying behavior and promotional activities effect on
consumer buying behavior .STATEMENT OF PROBLEMA study on Private
Label Brand Choice involving demographic and psychographic
variables .RESEARCH OBJECTIVETo study consumer buying behavior
about private labels on the basis of demographic and psychographic
variables .To known the in store promotional activities on private
labels and there influence on consumer behavior .
PROPOSED METHODOLOGYResearch Design: The focus of this research
is provide insight in to consumer buying behavior and effect of in
store promotional activities in buying behavior . So we apply
descriptive research design for this study. Area of the Study: Big
Bazaar retail outlet in banglore.
Sampling designUse convenience sampling method. Define a
population of customers coming to the shop and take sample size
around 100.Observational DesignThe main tools for data collection
would be Questionnaire and direct interview with store
manager.Statistical designThe statistical tools which can be used
are SPSS, R & Excel Operation DesignThe data for the study is
conducted during the month of April and May 2015.LITERATURE
REVIEWJason M Carpenter (2010) .Consumer demographics store
attributes and retail format choice in the US grocery market .
Study shows that household size is an important feature in consumer
buying behavior . Also the education level and consumer income
plays a big role in decision making . Considering the store factors
we have price and cleanliness as major influencing factors .
M K Gupta(2009) Consumer Behavior and pricing strategy in retail
. A Study o grocery and consumer goods items . Sumedha journals of
management.This study analyzed consumer behavior with respect to
buying of grocery and consumer goods among house holds . Study
found that consumers are loyal to the kirana shops due to discount
they receive regularly .Also found that people purchase more at the
beginning of the month and suggest various pricing strategy
.REFERENCEShttp://delnet.nic.in
http://www.proquest.com/connect/#researcher
