Private Label

PRIVATE LABEL BRANDS AND THEIR PERCEPTION AMONG INDIAN YOUTH Dr. Ankit Mehrotra School Jaipuria Institute of Administration, Lucknow Dr. Reeti Agarwal School (Advertising), Jaipuria Institute of Administration, Lucknow Article No: 180 Yr:November 2009 ISSN 0974 – 9497 Quantity Three, Subject four/four Summary: Retail and actual property are the 2 booming sectors of India within the current instances. Retail, one among India’s upcoming industries, has presently emerged as probably the most dynamic and quick paced industries of current instances with a number of gamers getting into the market.

One of many routes taken up by Indian retailers to achieve the retail enterprise is to concentrate on non-public label manufacturers. Retailers use non-public label manufacturers to compete with the nationwide manufacturers by setting aggressive value factors. Figuring out buyer notion in direction of non-public label manufacturers is a vital a part of a retailer’s advertising technique formulation course of. To achieve this understanding in respect of Indian prospects specifically the youth of India, the examine was carried out utilizing the private survey methodology on respondents taken from the northern a part of India.

The main findings of the examine depict that although respondents on the entire desire nationwide label manufacturers over non-public label manufacturers, the choice sample is considerably affected by the age and occupation of respondents. Age and occupation had been additionally discovered to have an effect on the choice sample and satisfaction degree of respondents in respect of personal label manufacturers in numerous classes of merchandise. Key phrases: occupation Private label manufacturers, apparels, grocery, electronics, Indian youth notion, age,

INTRODUCTION The Indian retail market, which is the fifth largest retail vacation spot globally, has been ranked the second most tasty rising marketplace for funding after Vietnam within the retail sector by AT Kearney’s seventh annual International Retail Growth Index (GRDI), in 2008. The share of retail commerce within the nation’s gross home product (GDP) was between eight–10 per cent in 2007. It’s at the moment round 12 per cent, and is more likely to attain 22 per cent by 2010. A McKinsey report ‘The rise of Indian Client Market’, estimates that the Indian shopper market is more likely to develop 4 instances by zero25. Business actual property providers firm, CB Richard Ellis’ findings state that India’s retail market is at the moment valued at US$ 511 billion (Bang, 2009). Banks, capital items, engineering, fast-paced shopper items (FMCG), software program providers, oil advertising, energy, two-wheelers and telecom corporations are main the gross sales and revenue progress of India Inc within the fourth quarter of 200809. India continues to be among the many most tasty international locations for international retailers.

At US$ 511 billion in 2008, its retail market is bigger than ever and drawing each international and native retailers. International direct funding (FDI) inflows as on January 2009, in single-brand retail buying and selling, stood at roughly US$ 1 25. 18 million, in response to the Division of Industrial Coverage and Promotion (DIPP) (www. dipp. nic. in). Based on the Funding fee of India, the general retail market is anticipated to develop from US$ 262 billion to about US$ 1065 billion by 2016, with organised retail amounting to US$ 165 billion (roughly 15. per cent of whole retail gross sales). India is anticipated to be among the many prime 5 retail markets on the planet in 10 years. India’s total retail sector is anticipated to rise to US$ 833 billion by 2013 and to US$ 1. Three trillion by 2018, at a compound annual progress charge (CAGR) of 10 per cent. As an rising market with excessive progress charges, shopper spending has risen sharply because the youth inhabitants (greater than 33 p.c of the nation is beneath the age of 15) has seen a big improve in its disposable earnings.

Client spending rose a powerful 75 per cent previously 4 years alone. Additionally, organised retail, which accounts for nearly 5 per cent of the market, is anticipated to develop at a CAGR of 40 per cent from US$ 20 billion in 2007 to US$ 107 billion by 2013. India has emerged the third most tasty market vacation spot for attire retailers, in response to a brand new examine by international administration consulting agency AT Kearney. It additional says that in India, attire is the second largest retail class, representing 10 per cent of the US$ 37 billion retail market.

It’s anticipated to develop 12-15 per cent per 12 months. Attire, together with meals and grocery, will lead organised retailing in India. India has one of many largest numbers of shops on the planet. A report by Pictures Retail estimates the variety of operational malls to develop greater than twofold, to cross 412, with 205 million sq. ft by 2010, and an additional 715 malls to be added by 2015, with main retail developments even in tier-II and tier-III cities in India.

Additionally, in response to new market analysis report by RNCOS titled, “Booming Retail Sector in India”, organised retail market in India is anticipated to succeed in US$ 50 billion by 2011 (http://www. rncos. com/Report/IM112. ht m) . The report specifies that the variety of procuring malls is anticipated to extend at a CAGR of greater than 18. 9 per cent from 2007 to 2015. It additional specifies that rural market is projected to dominate the retail trade panorama in India by 2012 with whole market share of above 50 per cent.

Thus, in response to trade consultants, the subsequent part of progress is anticipated to return from rural markets, with rural India accounting for nearly half of the home retail market, valued over US$ 300 billion. Rural India is about to witness an financial growth, with per capita earnings having grown by 50 per cent during the last 10 years, primarily on account of rising commodity costs and improved productiveness. As already talked about, the Indian retail trade is valued at $270 billion, with organized retail cornering four. 5%.

The organized pie is anticipated to see a progress at a CAGR of 37 % (India Retail Report 2007) 2 Supply: http://www. chillibreeze. com/articles_v arious/top-10-retailers. asp With a view to be actually profitable, retailers should advance from the generic or retailer model mindset of the previous to a brand new non-public label paradigm. Many retailers have begun to explain their non-public label manufacturers as “personal” manufacturers as a result of there may be recognition that these proprietary, unique choices are instruments that characterize momentous energy and potential for the retail retailer.

Gross sales of personal label manufacturers (PLBs), additionally referred to as “retailer manufacturers,” have been rising quickly in recent times (Batra and Sinha, 2000). The time period “personal” manufacturers acknowledges that as we speak’s visionary retail entrepreneurs have highly effective proprietary portfolios that they management and handle and there may be potential to reap larger and higher rewards by taking a more in-depth take a look at the way in which they orchestrate the function and expression of those model choices within the eyes of customers in every product class.

These retailers who recognize the magnitude of this model alternative have created a brand new trade customary of their realm of affect and exercise. Retailers like PLBs due to their potential to extend retailer loyalty, chain profitability, management over shelf area, bargaining energy over producers, and so forth (Richardson, Jain, and Dick, 1996). Amongst customers, one apparent motive for his or her recognition and progress is their value benefit (averaging 21%) over nationwide manufacturers (Batra and Sinha, 2000).

However, top quality appears to be extra vital in figuring out PLB success than cheaper price (Hoch and Banerji, 1993; Sethuraman, 1992). “Personal” manufacturers are articulated and developed in a manner that they not solely match with the model promise of the retail retailer, but when efficient, additionally they give shopper a key level of departure to boost and have a good time the general retail model proposition to maintain customers coming again for extra. One of many attention-grabbing phenomena regarding PLBs is the truth that their progress has been extremely uneven throughout product classes (Hoch and Banerji, 1993).

The current examine has been undertaken to realize an perception into Indian prospects’ specifically youth’s notion of personal label manufacturers and to elucidate variations in buying preferences for personal label manufacturers versus nationwide label manufacturers throughout three product classes. THEORETICAL FRAMEWORK Three That means of Private Label Manufacturers A personal-label product is a item for consumption retailer purchases from a provider, with the intention of renaming, repackaging and promoting it underneath the distributor’s personal model title.

Relying on the settlement between a producer and a retailer, the producer typically handles the packaging and labeling for the retailer for an extra cost. In any other case, the retailer is chargeable for the method of dressing up the product as its personal. Thus, it may be mentioned that Manufacturers owned not by a producer or producer however by a retailer or provider who will get its items made by a contract producer underneath its personal label are referred to as non-public label manufacturers.

Producers use both their very own title, that of a intermediary, or a mixture of each when they’re advertising their merchandise. Private labeling happens when middlemen, often giant retailers or wholesalers, develop their very own model. Constructing a following from scratch by private-label merchandise, particularly in tough financial instances, is difficult as a result of smaller retailers shouldn’t have the advertising funds in comparison with their larger-sized competitors.

Evolution of personal label manufacturers The definition of personal label branding has developed considerably over time. Some would argue the time period “non-public label” is a misnomer of nice proportions. There isn’t any Question Assignment that the phrases “non-public label” acknowledges the start, historical past and existence of generic and retailer manufacturers. But, the time period doesn’t adequately seize the extent to which non-public label has progressed. At the moment’s retail entrepreneurs are managing their proprietary manufacturers with the identical mixture of care and innovation as producers of nationwide manufacturers.

Lately, retailers have been liberating themselves from the standard definition of personal label advertising as being the poor relative of nationwide model shopper items, and, in doing so, opening up enormous alternatives for personal label branding. These alternatives require the adoption of a unique set of promoting and branding practices to Help and propel the retailer’s enterprise and advertising beliefs for its non-public label manufacturers.

The important thing to profitable advertising administration for as we speak’s retailers is to know the contribution and function of their proprietary or “personal” manufacturers within the long-term enterprise technique and advertising mixture of the retail retailer and take into account each the availability facet and the demand facet of the equation. Efficient class administration can allow retailers to solidify and optimize supplychain relationships. Strategic model administration goes hand in hand with these endeavors to determine sustainable factors of distinction in every aisle and phase inside the retailer.

It additionally spurs selections about the best way to appropriately outline the retailer’s “personal” model portfolio with a view to impress customers to attach and reconnect with its franchise in a compelling method. Advantages of Private Label Manufacturers Since producers’ (producers’) manufacturers have giant promoting expenditures constructed into their price, a personal labeler is ready to purchase the identical items at a decrease price and thus promote them at a cheaper price and/or at a greater revenue margin. As well as, non-public labelers have extra management over pricing and are capable of advantageously show their very own manufacturers for max affect.

For instance, a grocery retailer can shortly scale back the value of its personal private-label model with a view to meet or beat a competitor’s value. Or the grocery retailer can create a particular point-of-purchase promoting show and/or give its model predominant shelf area with a view to increase gross sales. Private-label manufacturers are often priced decrease than comparable four producers’ manufacturers and subsequently attraction to bargain-conscious customers. An instance of a private-label model can be a grocery store product bearing a retailer label with a product’s title.

As already talked about, retailers like PLBs due to their potential to extend retailer loyalty, chain profitability, management over shelf area, bargaining energy over producers, and so forth (Richardson, Jain, and Dick, 1996). Amongst customers, one apparent motive for his or her recognition and progress is their value benefit (averaging 21%) over nationwide manufacturers (Batra and Sinha, 2000). Earlier research associated to Private Label Manufacturers A overview of earlier research associated to personal label manufacturers brings forth researches carried out associated to sure points.

For instance researchers have discovered that one of many attention-grabbing phenomena regarding PLBs is the truth that their progress has been extremely uneven throughout product classes (Hoch and Banerji, 1993). Dhar and Hoch (1997) discovered that by far the most important supply of variation in PLB share throughout markets, retailers, and classes (40%) is because of the variations amongst product classes. As a result of the explanations for these intercategory variations in PLB share may make clear the explanations for PLB progress total, these variations are clearly value researching intimately.

Retailers will profit by realizing higher the best way to increase gross sales of their higher-margin PLBs–and nationwide model producers will profit by realizing higher the best way to combat PLB progress. Earlier analysis investigating these across-category variations has checked out them largely from the producer and retailer views. In learning the retailer economics of PLB packages, researchers have largely examined components such because the expertise investments crucial, dimension of class, class margins, nationwide model promoting and promotional exercise ranges and so forth (Hoch and Banerji, 1993; Sethuraman, 1992).

Thus, Hoch and Banerji (1993) discover that PLBs have larger shares in giant classes providing excessive margins, and the place they compete towards fewer nationwide producers who spend much less on nationwide promoting. The hole between nationwide manufacturers and PLBs within the degree of high quality additionally is determined by the expertise necessities in manufacturing that varies throughout classes (Hoch and Banerji, 1993). Analysis has been extra restricted on the consumer-level components that make PLBs differentially profitable throughout product classes.

Some researchers learning consumer-level components for PLB proneness–similar to Richardson, Jain and Dick (1996)–haven’t studied acrosscategory variations in any respect. They’ve chosen as a substitute to mixture knowledge throughout classes. These few research which have checked out cross-category variations from a consumer-factor perspective have typically omitted vital variables: Sethuraman and Cole (1997), as an example, didn’t measure and mannequin the essential impact of the extent of perceived danger within the product class (Richardson, Jain, and Dick, 1996; Narasimhan and Wilcox, 1998).

On this analysis, we focus upon these consumer-level perceptions of intercategory variations. By doing so, we hope to make clear what has made PLBs profitable total, drawing implications each for retailers advertising PLBs in addition to the nationwide manufacturers that compete with them. Any examination of the consumer-level components that reasonable PLB success throughout product classes ought to begin with a framework to elucidate shopper 5 susceptibility to purchasing PLBs. Richardson, Jain, and Dick (1996) current what might be probably the most in depth such framework provided to this point.

They argue that buyers’ propensity to buy PLBs is determined by (a) sure demographic components, similar to earnings, household dimension, age and training, (b) sure particular person distinction variables, such because the diploma of reliance by the buyer on extrinsic cues (these extra reliant on such cues preferring nationwide manufacturers) and the customers’ tolerance of ambiguity (intolerants preferring safer nationwide buys), and (c) sure shopper perceptions of the actual class (diploma of perceived high quality variation, degree of perceived danger, and perceived worth for cash), in addition to the diploma of shopper data concerning the class (higher data rising PLB selection). Notice that although a number of of those perceptual components must range throughout classes (such because the diploma of perceived high quality variation, degree of perceived danger, perceived worth for cash, and diploma of shopper data), Richardson, Jain and Dick didn’t examine category-level variations in these components. Of their newer examine, Sethuraman and Cole (1997) did mannequin categorylevel variations in lots of of those components.

In addition they examined the impact on “willingness to pay a value premium for a nationwide model” of (a) a number of categorylevel variables, together with the standard notion of PLBs, common value, buy frequency, and the diploma to which the class offers “consumption pleasure,” (b) particular person demographics similar to earnings, age, household dimension, gender and training, and (c) particular person distinction perceptual variables similar to the assumption of a price-quality relationship, perceived deal frequency, and familiarity with PLBs. Nevertheless, as famous above, their record of category-level variables didn’t embrace essential perceptions of the diploma of class perceived danger.

On this examine, the consumer-level variables embrace category-specific perceptions of personal label manufacturers versus nationwide label manufacturers, the diploma of variation in high quality throughout manufacturers, the components prospects take into account vital whereas buying non-public label manufacturers in a selected product class, and shopper price-consciousness in that class. Value Consciousness, outlined because the “diploma to which the buyer focuses solely on paying low costs” (Lichtenstein, Ridgway, and Netemeyer, 1993, p. 235), has been discovered to be a predictor of PLB buy (Burger and Schott, 1972; Rothe and Lamont, 1973). We embrace it right here as a result of it will possibly logically be anticipated to mediate (and thus seize) the impact of a number of demographic and attitudinal variables for which have knowledge, similar to earnings, occupation and so forth.

Earlier analysis has proven shopper’s degree of price-consciousness rises with decrease incomes (Gabor and Granger, 1979; Lumpkin, Hawes, and Darden, 1986), and is larger amongst deal-prone customers (Babakus, Tat, and Cunningham, 1988) who consider much less in price-quality associations (Lichtenstein, Bloch, and Black, 1988). Analysis has for lengthy talked of the extent of perceived danger within the class as being an important think about PLB purchases (Bettman, 1974; Richardson, Jain, and Dick, 1996), although this variable has both not been studied on the particular person class degree (e. g. , by Richardson, Jain, and Dick, 1996), or has been omitted in some current category-level research (e. g. , Sethuraman and Cole 1997). Such perceived danger might be gauged utilizing efficiency, monetary, or social standards (Dunn, Murphy, and Skelly, 1986). Drawing on the literature on perceived danger (e. g. , Bauer, 1967; Cox, 1967), Narasimhan and Wilcox (1998) argue 6 hat customers will desire nationwide manufacturers to PLBs if the extent of perceived danger in shopping for the PLB in that class is seen as excessive. One of many determinants of such danger, in response to Narasimhan and Wilcox (1998), Dunn, Murphy, and Skelly (1986), and others, is the “diploma of inconvenience of constructing a mistake. ” Comparable conceptualizations have been provided within the in depth literature on “product class involvement” (e. g. , Laurent and Kapferer, 1985). Thus, purchases of sure product classes similar to child meals ought to clearly be seen as extra dangerous than the purchases of others, similar to most toiletries and groceries. The implications of constructing a mistake for the previous are clearly extra extreme.

As well as, purchases that expose the buyer to social (reference- or peergroup) ridicule can be excessive danger, even when they’re of low greenback worth (e. g. , sure kinds of clothes, or publicly consumed drinks). Livesey and Lennon (1978) argue that social danger inhibits the choice of PLBs. They discover that English customers serve nationwide model tea to company, however eat inexpensive retailer model tea themselves. The opposite half of the “penalties of constructing a mistake” notion offers not with the implications of constructing such a mistake, however with the chance of doing so. The anticipated worth of any resolution is clearly the product of its penalties instances its chance (Dunn, Murphy, and Skelly, 1986).

This implies the vital function of the perceived diploma of high quality variability in a class–completely different from the perceived PLB high quality degree–for it’s the variability that ought to create higher uncertainty and doubt and create extra perceived danger. Researchers similar to Narasimhan and Wilcox (1998) have argued that the diploma of perceived danger will increase with the diploma of perceived high quality variation throughout manufacturers in that class. Supporting this notion, Hoch and Banerji (1993) discovered that PLB share was decrease in classes the place the standard variability of retailer manufacturers was excessive. Richardson, Jain and Dick (1996) discovered, of their Assessment of mixture across-category knowledge, that perceived high quality variation led to diminished perceived value-for-money of PLBs each instantly and through perceived danger.

This finally led to a diminished, private-brand proneness. A 3rd determinant of category-specific perceived danger, (Erdem and Swait, 1998), is “search versus expertise” nature of the attributes or advantages concerned. A number of researchers have discovered, or suspected, that the character of the product options makes a distinction in PLB proneness. Thus, Bellizi et al. (1981) discovered that (in 1980) customers rated nationwide manufacturers larger than PLBs and generics on status, reliability, high quality, engaging packaging, style, aroma, colour, texture, interesting, tempting, purity, freshness, uniformity, familiarity, confidence in use, amongst others (italics added).

Sethuraman and Cole (1997) discovered that nationwide manufacturers usually tend to command a value premium in the event that they had been larger on “consumption pleasure” (hedonic), as a substitute of “practical,” although they don’t supply a theoretical rationale for this consequence. To make use of the terminology of Nelson (1974), we advise that hedonic attributes or advantages similar to style, aroma, colour, texture, and so forth, share the attribute of being “expertise” qualities of a product as a substitute of “search” qualities. Search attributes are these that may be verified earlier than buy by direct inspection or by readily accessible sources similar to colour or ingredient content material. Expertise attributes might be verified solely by utilizing the product (e. g. , style). That’s, customers can simply evaluate the practical attributes of a 7 roduct similar to substances used, high quality requirements or specs met, and so forth, based mostly on written or typically numerically quantifiable descriptions in product packaging or different communications. Nevertheless, such hedonic or experiential qualities as style and aroma can’t be so simply quantified or described. They need to thus create the potential for higher felt uncertainty and danger, nudging the buyer to desire a identified nationwide model to a lesser-known PLB. Prior analysis has established that buyers are much less skeptical of search attribute claims than they’re of claims involving expertise attributes (Ford, Smith, and Swasy, 1990). Erdem and Swait (1998) argue that in product classes the place the attributes are of this ‘expertise’ kind (e. g. , in denims), as a substitute of being of the ‘search’ selection (e. g. within the caloric content material of a juice), a wellrespected model can have the next buy likelihood as a result of consciousness will serve to scale back perceived danger. This concept that PLB proneness rises in classes the place it’s simpler for customers to check attribute high quality ranges on search-type attributes has been hinted at, although not clearly articulated, in some earlier analysis. Hoch and Ha (1986) have argued and proven that buyers are likely to make the most of extrinsic cues, similar to a model title, when confronted with ambiguous attributes that decrease their perceived skill to make goal, quality-comparisons throughout manufacturers. Search attributes are, by definition, extra unambiguous than expertise attributes. McKinsey and Co. in analyzing intercategory variations in PLB marketshare in Europe (Glemet and Mira, 1993), discovered that classes with excessive PLB share had been those who offered, amongst different traits, an “simple comparability. ” PLB shares tended to be larger the place customers might, of their judgment, make high quality comparisons extra simply. Richardson, Jain, and Dick (1996,p. 180) additionally steered that “customers could also be extra inclined to pick retailer manufacturers for ‘assume kind’ somewhat than ‘really feel kind’ merchandise,” although they don’t supply Help for this suggestion. Thus, a overview of earlier research undertaken within the space of PLBs signifies that, analysis has been extra restricted on the consumer-level components that make PLBs differentially profitable throughout product classes.

Some researchers learning consumer-level components for PLB proneness-such as Richardson et al. (1996) haven’t studied across-category variations in any respect. Additionally the impact of demographic variables on buyer notion and choice for personal label manufacturers throughout completely different product classes has hardly been researched. Given the shortage of research undertaken within the space of understanding Indian prospects’ angle and notion of personal label manufacturers throughout product classes and the impact of demographic variables on this notion, the current examine has been undertaken to realize an perception into how prospects in India, specifically youth, understand and consider non-public label manufacturers compared to nationwide label manufacturers.

The findings of the examine might be useful for retailers to know the significance of assorted components in being profitable with prospects within the non-public label manufacturers class. For producers of nationwide label manufacturers, the insights will show to be helpful in leveraging their manufacturers whereas for personal label manufacturers eager to make their presence felt out there, the findings will act as vital tips in competing efficiently with nationwide label manufacturers. OBJECTIVES OF THE PRESENT STUDY eight The current examine has been undertaken to know the notion of Indian youth in direction of non-public label manufacturers in Indian Retail and the significance they connect to such manufacturers whereas making purchases. Particularly, the analysis focuses on: 1. Discovering out buyer understanding/notion of personal label manufacturers. 2.

Discovering out their total choice of personal versus nationwide manufacturers whereas buying. Three. Discovering out prospects’ frequency of buy of personal versus nationwide manufacturers for various classes of merchandise. four. Buyer satisfaction with non-public label manufacturers. 5. Figuring out vital components affecting buyer’s resolution to buy non-public label manufacturers in numerous classes of merchandise. RESEARCH DESIGN The analysis was carried out within the northern a part of India. The instrument employed for producing responses was questionnaire based mostly survey of consumers with respect to their notion and opinion in direction of non-public versus nationwide label manufacturers throughout numerous components.

These components had been recognized from numerous research undertaken on this space previously (Sethuraman and Cole (1997); Lichtenstein, Ridgway, and Netemeyer, (1993); Burger and Schott, (1972); Rothe and Lamont, (1973); Gabor and Granger, (1979); Lumpkin, Hawes, and Darden, (1986)) and on the idea of the knowledge collected by focus group discussions. Centered Group Discussions (FGD) had been carried out which offered data and understanding of the most important components and points related to prospects’ choice for personal or nationwide label manufacturers. Pilot testing of the questionnaire was achieved on a gaggle of fifty respondents. Undesirable and ambiguous questions had been eliminated and a few new alternate options had been launched within the questionnaire after conducting reliability Assessment.

This entire train helped in framing the questions for the ultimate questionnaire and in addition helped in streamlining the knowledge wanted to conduct this analysis. Given the significance of age as one of many components recognized by Grundey (2006) in understanding the attachment and loyalty with a model, age has been taken because the criterion variable in choosing the pattern for the examine with main focus within the age group of 20 to 40 years. Thus, the sampling process adopted was quota sampling wherein the related management attribute was age on the idea of which quotas had been fashioned. The respondents had been chosen conveniently and the knowledge was collected by a questionnaire utilizing the private interview methodology of knowledge assortment.

Solely major knowledge was used within the analysis, which was obtained from the questionnaire. Likert scale was used to realize an understanding of analysis of customers concerning components denoting completely different attributes related to non-public or nationwide label manufacturers. RELIABILITY AND VALIDITY The primary draft of the questionnaire was reviewed by two skilled students in associated fields. The contents of the draft had been reviewed and revisions had been steered. The questionnaire used within the examine thus certified for professional validity. The outcomes of the pilot check had been included and professional validity ensured. The pilot check for the questionnaire was carried out on a pattern of 50 prospects.

Reliability Assessment was carried out on all of the 50 responses. The current examine had adopted inside consistency Assessment to conduct reliability testing. Cronbach’s ? got here out to be zero. 699. The worth indicated that reliability of the size of measurement was considerably excessive. For 9 the entire examine, 400 responses had been generated utilizing the pilot examined questionnaire, however solely 344 utterly stuffed questionnaires had been retrieved. The reliability of the utterly stuffed questionnaires was examined utilizing the interior consistency methodology whereby the worth of Cronbach’s alpha got here out to be zero. 706. The profile of the respondents for the current examine has been tabulated beneath in desk 1. Refer Desk 1) For comfort of show and Assessment functions, numerous objects/values of the demographic variable – Career have been abbreviated as proven in desk 2. (Refer Desk 2) RESEARCH FINDINGS AND ANALYSIS Buyer understanding/notion of personal label manufacturers Earlier than formulating its enterprise technique it is crucial for an organization to realize an perception into prospects’ understanding and notion a couple of explicit factor. Thus, with a view to formulate methods associated to personal label manufacturers retail corporations have to have clear thought about what prospects’ perceive by the time period non-public label manufacturers. Assessment of findings associated to this side has been tabulated beneath in desk Three. As might be seen from the desk, 66. % of the respondents understand non-public label manufacturers to be items which are outsourced from different corporations (primarily native) and offered underneath the retailer’s title whereas 33. 1% of the respondents understand non-public label manufacturers to be items that are manufactured by retailers promoting them. (Refer Desk Three) Clients’ choice for personal label manufacturers With a view to discover out the choice of total prospects in direction of non-public label manufacturers, the respondents had been requested to specify their choice for personal label manufacturers vis-a-vis nationwide degree manufacturers in shops. As might be seen from desk four, 43. Three% of the respondents desire non-public label model whereas 56. 7% of the respondents desire nationwide degree manufacturers.

Thus, it may be seen that there’s not a serious distinction within the choice of consumers for personal label manufacturers vis-avis nationwide degree manufacturers. A overview of earlier research introduced forth the significance of age and occupation in influencing prospects’ angle, notion and preferences. Thus, with a view to discover out if age or occupation affect the choice sample of consumers, Kruskal-Wallis Check of Equality of Imply was administered with age and occupation because the grouping variables and the choice responses of the respondents because the check variables. Significance was seen at 5% or 10% degree of significance. (Refer Desk four) a) Impact of age on choice The importance of Kruskal-Wallis Check with age because the grouping variable got here out to be zero. 12 which exhibits that age is very important in affecting the preferences of consumers in direction of non-public/nationwide degree manufacturers and that the choice differs in numerous age teams. The choice of consumers for personal/nationwide degree manufacturers in response to completely different age teams, has been given in desk 5. If we take into account the age teams to corresponds to 2 main teams that’s 40 and name it youthful era and older era respectively, it’s clearly evident from the desk that the youthful era has a transparent reduce choice for nationwide degree manufacturers vis-avis non-public degree manufacturers whereas the choice sample is reverse within the case of older era. Refer Desk 5 ) b) Impact of occupation on choice The importance of Kruskal-Wallis Check with occupation because the grouping variable 10 got here out to be zero. zero13 which exhibits that occupation is very important in affecting the preferences of consumers in direction of non-public/nationwide degree manufacturers and that the choice differs in numerous occupation. The choice of consumers for personal/nationwide degree manufacturers in response to completely different occupation has been given in desk 6 which exhibits folks employed in authorities sector and in addition those that are retired prefers non-public labels greater than the nationwide degree manufacturers on a basic foundation. The least choice is being sown by folks employed in privte sector or are professionals. Refer Desk 6 ) Clients’ frequency of buy of personal label manufacturers with respect to completely different product classes With a view to discover out buyer choice for personal label manufacturers vis-a-vis nationwide label manufacturers in numerous product classes, Kendall’s W check was administered on the responses. The findings as proven in desk 7, clearly depicted that based mostly on the frequency of buy of personal label manufacturers, grocery merchandise topped the record adopted by apparels/footwear and digital items. (Refer Desk 7 ) The frequency of buy of personal label manufacturers in numerous classes of merchandise by prospects is given in desk eight. (Refer Desk eight) As might be seen from desk eight, approx. 39% of the respondents buy non-public label manufacturers within the grocery part pretty typically to all the time whereas this share is the bottom i. e. approx. 31% within the case of digital items. ) Impact of age on frequency of buy of personal label manufacturers visa-vis nationwide label manufacturers With a view to discover out if age has any impact on prospects’ frequency of buying non-public label manufacturers versus nationwide label manufacturers, Kruskal Wallis Check of Equality of Imply was administered with age because the grouping variable and the responses of the respondents because the check variable. The outcomes of the check indicated that age is important (Asymp. Sig. = zero. zero24) in affecting prospects’ frequency of buy of personal label manufacturers vis-a-vis nationwide label manufacturers solely in respect of digital items. In respect of frequency of buy of personal label manufacturers in groceries and apparels/footwear, age was not discovered to be having a big impact (because the worth of Asymp. Sig. got here out to be zero. 622 and zero. 229 respectively).

Since age was discovered to be having a big impact on the frequency of buy of personal label manufacturers solely in respect of digital items, solely findings comparable to the impact of age on buy sample for digital items have been tabulated in desk 9. (ReferTable 9) As might be seen from desk 9, prospects within the age group 51-60 present the utmost propensity to buy non-public label manufacturers in digital items pretty typically whereas prospects within the age group 41-50 present the least propensity. Within the youthful age group, 24%, eight. 93% and eight. 33% of consumers within the age group 60. The least degree of satisfaction with non-public label manufacturers in digital items is discovered amongst prospects within the age group 20-30. Thus, total it may be mentioned that there’s a larger 12 degree of satisfaction with non-public label manufacturers in digital items class among the many older era compared to the youthful era. ) Impact of occupation on buyer satisfaction degree with non-public label manufacturers in numerous classes of merchandise Kruskal Wallis Check of Equality of Imply was administered with occupation because the grouping variable and the responses of the respondents because the check variable with a view to discover out if occupation has an impact on prospects’ satisfaction degree with non-public label manufacturers in respect of various classes of merchandise. Assessment of findings clearly signifies that occupation considerably impacts the satisfaction degree of consumers with non-public label manufacturers in respect of all of the three product classes because the worth of Asymp. Sig. got here out to be zero. 049, zero. zero11 and zero. zero01 for groceries, apparels/footwear and digital items respectively. Satisfaction degree of consumers belonging to completely different classes of occupation in respect of personal label manufacturers in numerous classes of merchandise has been given in desk 14. Refer Desk 14 right here) As might be seen from desk 14, in respect of groceries the very best share of consumers who’re extra glad with non-public label manufacturers are retired adopted by housewives, whereas the least share of consumers glad with non-public label manufacturers on this class are professionals. Within the class of apparels / footwear, the very best share of consumers who’re glad with non-public label manufacturers are professionals whereas the least share of consumers glad with non-public label manufacturers on this class are retired and self – employed prospects. For digital items, the very best share of consumers glad with non-public label manufacturers on this class are retired prospects adopted by housewives. The least share of consumers who’re glad with non-public label manufacturers within the class of digital items belong to the occupation – employed in non-public sector.

Significance of assorted parameters on prospects’ selection of personal label manufacturers vis-a-vis nationwide label manufacturers With a view to discover out the relative significance that prospects connect to completely different attributes whereas buying non-public label manufacturers over nationwide label manufacturers within the three completely different product classes – groceries, apparels/meals and digital items, Kendall’s W check was administered individually on prospects’ responses in respect of ten attributes for every of the three product classes. The outcomes of the check are tabulated in desk 15. (Insert Desk 15 right here) As might be seen from desk 15, the worth of Kendall’s W got here out to be . 081, . 088 and . 82 for groceries, apparels/footwear and digital items respectively, which signifies that there’s settlement throughout prospects within the ordering of various attributes. The values are important at 95% significance degree with the asymptotic significance worth popping out to be . 000 for every product class. Desk 15 additionally offers the imply rank of assorted attributes as thought-about to be vital by prospects in buying non-public label manufacturers in numerous product classes. Findings point out that prospects connect most significance to freshness and value whereas selecting non-public label manufacturers in grocery objects whereas least significance is hooked up to gross sales crew/salesperson who’s attending to the shoppers.

On additional learning desk 15, it may be seen that the shoppers connect most significance to cost and schemes/low cost in case of personal label manufacturers within the class of apparels and footwear. The shoppers connect least significance to gross sales crew current on the ground and colour of the apparels. 13 Whereas analyzing the outcomes for digital objects (desk 15) provided underneath non-public label manufacturers, value and after gross sales service stand out from the remainder of the attributes studied adopted by guarantee/warranty and schemes/low cost related to the product. It may be seen once more that the attributes with the bottom significance are gross sales crew current on the ground together with added/further options provided.

That is fairly comprehensible because the prospects who’re shopping for non-public label merchandise within the digital part consider these items with the branded merchandise out there in the identical class based mostly on value. To some extent, prospects are accepting the truth that the standard of personal label digital items doesn’t exhibit the identical degree of high quality as might be anticipated out of a branded product and accordingly high quality has been ranked as final however third merchandise within the rating. CONCLUSION AND IMPLICATIONS On this examine, we examined how Indian prospects’ specifically youth understand non-public label manufacturers in three product classes compared to nationwide label manufacturers.

Though intercategory variations have been cited as an important supply of variation in PLB share throughout markets, retailers and classes (Dhar and Hoch, 1996), little prior consumer-level analysis has up to now been achieved to elucidate these essential variations. The current examine provides an perception into buyer’s notion and satisfaction with non-public label manufacturers throughout three product classes. In making an attempt to elucidate intercategory variations in buyer notion of personal label manufacturers, the impact of age and occupation has been considered. The findings of the examine might be helpful to retailers in formulating methods to make merchandise apart from the nationwide branded ones acceptable out there.

An Assessment of notion and satisfaction with non-public label manufacturers can moreover Help retailers in creating stronger retailer/non-public label manufacturers and in rising their presence and acceptance out there. The Indian retail trade is rising with each passing day. Although extremely profitable, there may be stiff competitors out there amongst organized and unorganized retailing with each branded and unbranded merchandise producers vying for a share within the pie. The findings of the current examine present vital insights to all non-public label manufactures in India to extend their foothold and efficiently compete within the Indian retail market.

Understanding prospects by way of what they count on/affiliate with a personal label manufacturers vis-a-vis nationwide manufacturers is sort of vital from the view level of constructing these manufacturers acceptable out there. Buyer loyalty has turn into a really fickle time period in as we speak’s extremely aggressive and unstable market. Clients could desire one model over one other or is likely to be loyal in direction of not one of the manufacturers so long as they really feel that their expectations are being glad and they’re getting good worth for cash no matter the model they’re buying. The findings of the examine clearly convey forth the significance of pricing (desk 15) as an attribute in influencing prospects’ acceptance of personal label manufacturers. That is so as a result of as we speak’s prospects are good sufficient to know that since they aren’t shopping for branded merchandise so that they needn’t pay premium.

Thus, a distinction in pricing is desired and corporations must positive tune and focus extra on their provide chain and logistics to convey down prices related to numerous merchandise which they’ll go on to prospects within the type of diminished costs in flip main to extend in buyer satisfaction and acceptance of personal labels. That is fairly acceptable and comprehensible in an rising financial system like India the place plenty are usually not very model/trend savvy/centric however pay extra consideration to 14 higher bargains and worth for cash in each buy that they make. Thus, schemes/reductions are additionally thought-about to be vital by prospects in buying non-public label manufacturers in groceries as might be seen from desk 15.

This brings forth clear insights for personal labelers and sensitizes them to the truth that although value is likely one of the most vital issue however prospects additionally join themselves and eagerly buy these merchandise as properly that are provided in bundling or are given at a reduction. This results in one other perception that it’s not all the time helpful to undertaking differential pricing on your non-public label manufacturers somewhat for a similar quantity of value in the event you present bundling with complementary merchandise, they may be capable to appeal to extra prospects. Infact, the non-public labelers can take a step additional and begin bundling non-consumable/nonperishable merchandise together with grocery objects in order that the extent of buyer satisfaction which is decrease for grocery objects might be elevated.

Indian prospects are value-conscious and elevated consciousness and publicity with extra selections has made them acutely aware of their energy of bargaining and functionality of extracting most value from all the pieces they pay for. Retailers additionally want to know that vary and high quality of merchandise provided does play a task amongst worth for cash phase of buyer as top quality is usually perceived to be synonymous with sturdiness by prospects. Indian prospects are value-conscious and although elevated consciousness and publicity has made them eager on conserving tempo with altering developments in society and trend however they’re nonetheless extra fascinated about merchandise which match them higher together with giving them distinctive recognition with consolation and high quality at reasonably priced costs.

That is simply discernable from the findings of the current examine (desk 7 and 9), which point out that age will not be a big think about affecting choice in apparels/footwear class. A serious alternative exists for personal label manufacturers on this class. Clients, particularly younger ones (college students) are extra fascinated about altering their apparel with the altering trend and to afford such luxurious they want a spread of garments that are each low cost and classy together with some high quality. Entrepreneurs shouldn’t neglect that India is a younger nation and these younger Indians consider in constructing their very own trend assertion based mostly on their consolation and becoming somewhat than adopting what’s displayed on the cabinets and in commercials.

This is likely one of the causes unbranded/native outlets in Vogue Avenue in Bombay, Sarojni Nagar market in Delhi and the likes are nonetheless flourishing regardless that massive names have had their presence in India for fairly some years now. Whereas analyzing the choice of consumers with regard to digital items underneath non-public label manufacturers, it’s fairly vital for the retailers to be aware of the truth that high quality has been ranked because the eighth issue (desk 15) which means thereby that prospects have accepted that the standard of the product of a personal label model wouldn’t match with that of the nationwide degree model and that’s another excuse why value has been ranked as the highest most issue which accordingly they count on to be low for personal label manufacturers.

Clients have ranked digital items because the lowest by way of satisfaction (desk 11) which clearly signifies that although they’re shopping for the non-public label manufacturers in digital items class due to the value differential however their satisfaction by way of providers extracted out of the product is sort of low. This may be seen as a possibility by non-public label model retailers as by bettering the standard even a bit bit, particularly for the fundamental service for which the product has been made and by not paying pointless consideration on further options, can go a great distance in rising the satisfaction of the shoppers and in flip establishing 15 themselves within the electronics market as properly.

Whereas analyzing the choice of personal versus nationwide degree manufacturers with respect to the occupation of the shoppers, retailers want to focus on the scholars and home spouse segments (desk 6) the place alternative exists as distinction in preferences are usually not fairly excessive. Furthermore, each these segments are value acutely aware and quick product changers, so a bit little bit of effort in these two segments with respect to extend in trendiness and high quality of the product might help increase choice for personal label manufacturers. Findings associated to components thought-about to be vital by prospects throughout completely different product classes in buying non-public label manufacturers might help retailers in taking steps to enhance their non-public label merchandise alongside these parameters.

These steps would allow non-public label merchandise to turn into extra acceptable and preferable within the eyes of consumers. Thus, in conclusion it may be mentioned that if non-public label producers can constantly present worth to prospects on components rated excessive by prospects and even whether it is low on standing image, there’s a excessive risk for them to determine these manufacturers as acceptable within the minds of consumers and to enhance prospects’’ notion concerning the identical. Although this notion might not be as excessive as a branded product enjoys however it might nonetheless turn into excessive sufficient for retailers to extend the gross sales of those manufacturers and thereby elevate their revenue margin significantly.

LIMITATIONS OF THE STUDY The scope of this examine is proscribed to a particular geographical space (northern a part of India solely). The outcomes and findings of the examine are thus restricted of their skill to be projected to the complete state, nation or international international locations. There isn’t any denying the truth that due to socio-economic and cultural variations there’s a variation in perceptions of individuals. Thus, the examine could possibly be prolonged and carried out in different elements of the nation in order that the findings could also be extra helpful. REFERENCES Babakus, Emin, Peter Tat and Cunningham (1988). “Coupon Redemption: A Motivational Perspective. ” Journal of Client Advertising, 5(2), Spring, pp. 37-43. Bang (2009). Accessible at: http://www. stockmarketsreview. o m/information/india_after_the_recession_ gloom_it_is_time_for_a_good_run _for_the_branded_retail_sector_14 44/ accessed on: 01/11/09 Batra, Rajeev, Sinha, Indrajit (2000). 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IMAGES-KSA Client Outlook Examine. 18 Desk 1: Pattern Profile < 20 20-30 Age 7. Three% 65. 1% Male Gender 49. four% Excessive College Max. Schooling Three. eight% 1-40 17. four% Feminine 50. 6% 41-50 5. eight% 51-60 Three. eight% Put up graduate 28. eight% Marital standing Intermediate Graduate 6. 1% Employed Employed in Pupil in non-public authorities Career sector sector 57. eight% 13. 1% 9. zero% Family avg. month-to-month earnings Household dimension 1 1. 5% 2 four. 7% Single 68. 2% < 15Ok 15. four% Three 16. zero% Newly married 9. Three% Life cycle stage 37. 2% Skilled Self (Physician, Employed Lawyer and so on. ) 5. 2% 7. eight% 3000115001-30Ok 45Ok 34. 6% 26. 5% four 5 37. 2% 26. 2% Married Married (kids (youngest between 6 youngster < 6 & 18 years) years) 6. four% 6. 1% > 60 zero. 6% Single Married 62. eight% 37. 2% Skilled course 24. 1% Housewife 6. four% 45001-60Ok 14. % 6 9. 9% Married (employed kids) eight. 1% Retired zero. 6% above 60Ok eight. 7% 7 four. 1% Married (no kids) 1. 2% Desk 2: Abbreviation desk Abbreviations and their which means for the demographic variable “Career” Pupil Abbreviated as S Employed in non-public sector Abbreviated as EInPS Employed in authorities sector Abbreviated as EInGS Skilled (physician, lawyer) Abbreviated as P Self employed Abbreviated as SE Home spouse Abbreviated as HW Retired Abbreviated as R 19 Desk Three: Clients’ understanding of personal label manufacturers Legitimate Frequency % % Frequencies for notion Outsourced regionally 230 66. 9 66. 9 manufactured by 114 33. 1 33. retailer Whole 344 100. zero 100. zero Cumulative % 66. 9 100. zero Desk four: Buyer choice of personal label manufacturers vis-a-vis nationwide label manufacturers Cumulative Frequencies for Frequency % Legitimate % % Desire Legitimate non-public label 149 43. Three 43. Three 43. Three nationwide label 195 56. 7 56. 7 100. zero Whole 344 100. zero 100. zero Desk 5: Buyer choice for personal label manufacturers on the idea of age Crosstab Want * Age Age 60 Whole % non-public inside 32. zero% 42. zero% 48. Three% 70. zero% 15. four% 100. zero% 43. Three% label age Want % nationwide inside 68. zero% 58. zero% 51. 7% 30. zero% 84. 6% . zero% 56. 7% label age Whole 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. % Desk 6: Buyer choice for personal label manufacturers on the idea of occupation Crosstab Want * Career desire Career S EInPS EInGS P SE HW R Tot Whole non-public % inside 42. 7% 31. 1% 71. zero% 33. Three% 37. zero% 45. 5% 100. zero% 43. Three label occupation nationwide % inside 57. Three% 68. 9% 29. zero% 66. 7% 63. zero% 54. 5% . zero% 56. 7 label occupation % inside 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. occupation 20 Desk 7: Rating of assorted classes of merchandise by way of buyer frequency of buy of personal label manufacturers Ranks Grocery Attire/footwear Digital items Imply Rank 2. 13 2. 02 1. 85 Check Statistics N Kendall’s W(a) Chi-Sq. Df Asymp. Sig. 344 . zero24 16. 306 2 . 000 a Kendall’s Coefficient of Concordance Desk eight: Frequency of buy of rivate label manufacturers in numerous product classes by prospects Frequencies Grocery Attire/footwear Digital items by no means 19. 5% 11. zero% 17. 7% Proportion pretty seldom sometimes typically 15. four% 26. 2% 18. 6% 28. eight% 27. Three% 21. eight% 27. zero% 24. 1% 22. 1% all the time 20. Three% 11. zero% 9. zero% Whole 100. zero% 100. zero% 100. zero% Desk 9: Frequency of buy of personal label manufacturers in digital items by prospects on the idea of age Crosstab Age 60 Tota % inside age by no means 16. 00% 17. 41% 18. 33% 25. 00% 15. 38% zero. 00% 17 seldom 20. 00% 25. 89% 21. 67% 60. 00% 23. 08% 100. 00% 27 digital items sometimes 24. 00% 25. 45% 30. 00% 10. 00% zero. 00% zero. 00% 24 pretty typically 16. 00% 22. 32% 21. 67% 5. 00% 61. 54% zero. 00% 22 all the time 24. 00% eight. 93% eight. 33% zero. 00% zero. 00% zero. zero% 9 Whole 100. 00% 100. 00% 100. 00% 100. 00% 100. 00% 100. 00% 100 Desk 10: Frequency of buy of personal label manufacturers in numerous product classes by prospects on the idea of occupation Crosstab S EInPS EInGS % inside Career by no means 27. 1% 13. Three% 12. 9% seldom 15. 1% 13. Three% 6. 5% grocery sometimes 27. 1% 13. Three% 9. 7% pretty typically 13. 6% 11. 1% 41. 9% all the time 17. 1% 48. 9% 29. zero% Whole 100. zero% 100. zero% 100. zero% attire/ footwear by no means seldom 14. 6% 28. 1% 17. eight% 26. 7% . zero% 25. eight% Career P SE HW R 11. 1% . zero% four. 5% . zero% . zero% 25. 9% 36. four% . zero% 66. 7% 14. eight% 40. 9% 100. zero% 22. 2% 40. 7% 18. 2% . zero% . zero% 18. 5% . zero% . zero% 100. zero% 100. % 100. zero% 100. zero% . zero% . zero% . zero% 40. 7% four. 5% 54. 5% 21 .zero% . zero% sometimes pretty typically all the time Whole 24. 6% 26. 7% 45. 2% 33. Three% 23. 1% 22. 2% Three. 2% 44. four% 9. 5% 6. 7% 25. eight% 22. 2% 100. zero% 100. zero% 100. zero% 100. zero% 14. eight% 33. Three% 11. 1% 100. zero% 37. zero% 18. 5% 33. Three% Three. 7% 7. four% 100. zero% 31. eight% 100. zero% four. 5% . zero% four. 5% . zero% 100. zero% 100. zero% 22. 7% . zero% 31. eight% 100. zero% 18. 2% . zero% 22. 7% . zero% four. 5% . zero% 100. zero% 100. zero% by no means 19. 1% 13. Three% 6. 5% . zero% seldom 21. 1% 46. 7% 32. Three% 33. Three% digital items sometimes 26. 6% 22. 2% 16. 1% 11. 1% pretty typically 21. 6% 15. 6% 35. 5% 50. zero% all the time 11. 6% 2. 2% 9. 7% 5. 6% Whole 100. zero% 100. zero% 100. zero% 100. zero%

Desk 11: Rating of assorted classes of merchandise by way of buyer satisfaction degree with buy of personal label manufacturers Imply Rank Ranks Check Statistics grocery 2. 09 N 344 Apparels/footwear 1. 98 Kendall’s W(a) . zero12 digital items 1. 92 Chi-Sq. eight. 424 Df 2 Asymp. Sig. .zero15 a Kendall’s Coefficient of Concordance Desk 12: Clients’ satisfaction degree with non-public label manufacturers in numerous product classes extremely dissatisfied dissatisfied glad extremely glad Whole Frequencies grocery 7. 27% 15. 70% 70. 93% 6. 10% 100. zero% attire/footwear Three. 49% 29. 94% 49. 13% 17. 44% 100. zero digital items 6. 69% 34. 01% 46. 51% 12. 79% 100. zero Desk 13: Buyer satisfaction degree with non-public label manufacturers in digital items on the idea of age Crosstab: Gadgets * Age 60 Whole S EInPS EInGS P

Career SE HW R grocery Whole extremely dissatisfied dissatisfied glad extremely glad extremely dissatisfied dissatisfied glad extremely glad 9. 5% four. four% Three. 2% . zero% 7. four% four. 5% . zero 18. 1% 2. 2% 9. 7% 50. zero% 14. eight% four. 5% . zero 65. eight% 86. 7% 87. 1% 44. four% 63. zero% 90. 9% 100. zero 6. 5% 6. 7% . zero% 5. 6% 14. eight% . zero% . zero 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero Three. zero% 2. 2% . zero% 5. 6% 14. eight% . zero% . zero 29. 6% 24. four% 29. zero% 22. 2% 33. Three% 40. 9% 100. zero 49. 7% 46. 7% 38. 7% 55. 6% 51. 9% 59. 1% . zero 17. 6% 26. 7% 32. Three% 16. 7% . zero% . zero% . zero 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero attire/ footwear Whole extremely dissatisfied 7. zero% 11. % Three. 2% 5. 6% 7. four% . zero% . zero dissatisfied 36. 7% 44. four% 19. four% 38. 9% 33. Three% 9. 1% . zero digital items glad 47. 2% 26. 7% 54. eight% 55. 6% 44. four% 59. 1% 100. zero extremely glad 9. zero% 17. eight% 22. 6% . zero% 14. eight% 31. eight% . zero Whole 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero% 100. zero 23 Desk 15: Significance/rating of attributes in buy of personal label manufacturers in numerous product classes Grocery Attributes Rank freshness/expiry 6. 80 value 6. 68 schemes/reductions 5. 84 vary of product 5. 35 high quality 5. 35 after gross sales service 5. 22 guarantee/warranty 5. 21 amount 5. 11 model four. 72 gross sales crew four. 71 Apparels/Footwear Attributes Rank value 6. 5 schemes/reductions 6. 24 vary of product 5. 79 high quality 5. 53 guarantee/warranty 5. 52 freshness/design 5. 50 model 5. 47 after gross sales service 5. 08 gross sales crew four. 68 Amount/color four. 23 344 . 088 272. 049 9 . 000 Digital items Attributes Rank value 6. 42 after gross sales service 6. 30 guarantee/warranty 6. 26 schemes/reductions 5. 75 vary of product 5. 36 model 5. 32 freshness/look 5. 26 high quality 5. 10 gross sales crew 5. 05 added options four. 17 N Kendall’s W(a) Chi-Sq. Df Asymp. Sig. 344 . 082 253. 706 9 . 000 N 344 N Kendall’s W(a) . 081 Kendall’s W(a) Chi-Sq. 249. 302 Chi-Sq. Df 9 Df Asymp. Sig. .000 Asymp. Sig. a Kendall’s Coefficient of Concordance 24