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Private Label Brands - Consumer Perception and Challenges in Marketing Private Labels in Chennai
Author - R.Balamurlai
RL Institute of Management
E-mail id – balamurali.777@gmail.com

Abstract

Organized retail is on the threshold of a boom in India. But as companies line up to grab a bigger and bigger slice of the retail pie, another battle is likely to change the face of the industry -- the one between the manufacturer brands and the retail chains’ private label brands. Worldwide experience shows that as retailers become more powerful, they have increasingly focused on their own brands at the expense of manufacturer brands.
Private labels, also called store brands, are made by the retailer or a third-party supplier to the retailer's specifications. Private label goods and services are available in a wide range of industries from food to cosmetics to web hosting.. Historically, private labels were seen as low-priced, low-quality products. In recent......

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Approximate Word Count: 5519
Approximate Pages: 23 (250 words per double-spaced page)

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