Indian Journal of Science and Technology

Abstract

Objectives: Studying behavior of the customer such as when, where, why, how the purchase is happening is very important to the retailers in the competitive scenario. The study aims to understand the consumer preference towards retailer’s brand in Chennai Region. Methods/Statistical Analysis: The study is descriptive in nature and well structured. A selfadministered questionnaire was developed on the basis of the review of the literature and the store intercept survey was conducted. The percentage analysis, ANCOVA Test is used to analyze the data and to examine the relationship between store reputation, store brand factors, consumer satisfaction and store loyalty. Findings: The research identified that value for money, wide range of promotional offers an extensive variety of products are the important store choice attributes. Finally, the research work implies that the positive association exists in store reputation, consumer satisfaction and store loyalty but not with store brands. Application/Improvements: The research has implications for organised retailers in terms of store choice and store brand strategy which also have an impact on consumer satisfaction and loyalty towards store brands in the future.

Keywords: Consumer Perception, Consumer Preference, Retailer’s Brand, Private Label Brands