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DETERMINANTS OF CONSUMER BUYING BEHAVIOUR OF PRIVATE LABEL BRANDS IN DELHI IN RETAIL: PROPOSITION AND TEST OF SEM MODEL

    2 Author(s):  NISHITH KUMAR MISHRA , DR NAVNEET GERA

Vol -  7, Issue- 3 ,         Page(s) : 59 - 72  (2016 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The proposed research aims to study the customer buying behavior towards Private Label Brands. The research comprises of the factors contributing towards buying behaviour such as pricing, quality, brand awareness, promotion, peer influence, brand image, acceptability on consumer buying behavior with respect to PLBs under three different categories. The proposed research will investigate the buying behaviour of customers for PLBs and their involvement in purchasing of such PLBs in the retail segment.

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