Retail Project On Consumer Perception About Private Labels-Future Group

A Project report on study on Private Label
A Project report on study on

Private Label
In the partial fulfilment of MBA-GTU Programme 2009-11, Shree Jairambhai Patel

Institute of Business Management and Computer Application.
Submitted by:
Submitted to:
Aakash Kukreja(B-22
Meraman Odedra(B-31)
Prof. Krunal Joshi
Giriraj Jadeja(B-60)
Dhaval Solanki(A-54)
Himmatsinh Bhatti(A-6)
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Index
Table of Contents
1. Introduction to Retail Industry 3
2. Future Group 5
3. Big Bazaar 7
3.1 History of Big Bazaar…………………………………………………………………………………………………..7
3.2 Facilitates offered by Big Bazaar………………………………………………………………………………….7
3.3 SWOT Analysis of Big Bazaar……………………………………………………………………………………….8
4. Private Label……………………………………………………………………………………………………………………10
4.1 Private Label as a Marketing and Business Tool…………………………………………………………10
4.2 Reasons for acquiring Private Label…………………………………………………………………………..10
4.3 Percentage share in Private Labels…………………………………………………………………………….11
4.4 National V/s PLBs………………………………………………………………………………………………………11
4.5 Big Bazaar-Private labels…………………………………………………………………………………………..12
5. Consumer Perception………………………………………………………………………………………………………13
6. Research on consumer Perception towards Private Labels…………………………………….………..14
7. Management Implications………………………………………………………………………………………………28
8. Limitations of the Research…………………………………………………………………………………………….29
Appendix………………………………………………………………………………………………………………………..30
Bibliography…………………………………………………………………………………………………………………...32
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PREFACE
Learning is a continuous process and it is my great pleasure to get such an opportunity to

learn in way of project work. It gave us chance to get familiar with working ways of real
corporate world and to expand horizon of our knowledge.
The project assigned to us at Future group is an exercise in understanding and implementing

various concepts that we learnt during the Master of Business Administration Programme.
This project helped us to gain knowledge about Private Label Brands.
The concept Private Label Brand is very important for booming Retail Industry. Future
Group is live example of very well organized retail industry.
We welcome suggestions from every reader of this report.
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ACKNOWLEDGEMENT
Turning aspirations into reality is easier when quality people are supportive of ones effort.
We take this opportunity to express our sincere gratitude to all thos who contributed
directly or indirectly towards completing this project.
Project work is an integral part of MBA program and for that purposes we had joined a
group what else can be as good as Future group, India's largest Retail group.
We are very thankful to Mr. Kuldeep Sharma (Asst. Marketing Manager) & Mr.Yuvraj
Gangeya (Marketing Executive) and our project guide, Prof. Krunal Joshi of NICM,
Gandhinagar for their everlasting support and guidance on the ground of which we have
acquired a new field of knowledge.
Lastly, We are thankful to Future Group, Ahmedabad. Which has provided us with essential
information as the part of our project?
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1. Introduction to Retail Industry
Retail is India's largest industry. It accounts for over 10 per cent of the India's GDP and
around eight per cent of the employment. Retail sector is one of India's fastest growing
sectors with a 5 per cent compounded annual growth rate. India's huge middle class base
and its untapped retail industry are key attractions for global retail giants planning to enter
newer markets. Driven by changing lifestyles, strong income growth and favourable
demographic patterns, Indian retail is expected to grow 25 per cent annually. It is expected
that retail in India could be worth US$ 175-200 billion by 2016.
The organized retail industry in India had not evolved till the early 1990s. Until then, the
industry was dominated by the un-organized sector. It was a seller’s market, with a limited
number of brands, and little choice available to customers. Lack of trained manpower, tax
laws and government regulations all discouraged the growth of organized retailing in India
during that period. Lack of consumer awareness and restrictions over entry of foreign
players into the sector also contributed to the delay in the growth of organized retailing.
Foundation for organized retail in India was laid by Kishore Biyani of Pantaloon Retails India
Limited (PRIL). Following Pantaloon's successful venture a host of Indian business giants
such as Reliance, Bharti, Birla and others are now entering into retail sector.
A number of factors are driving India's retail market. These include: increase in the young
working population, hefty pay-packets, nuclear families in urban areas, increasing working-
women population, increase in disposable income and customer aspiration, increase in
expenditure for luxury items, and low share of organized retailing. India's retail boom is
manifested in sprawling shopping centres, multiplex- malls and huge complexes that offer
shopping, entertainment and food all under one roof.
But there is a flip side to the boom in the retail sector. It is feared that the entry of global
business giants into organized retail would make redundant the neighbourhood kiryana
stores resulting in dislocation in traditional economic structure. Also, the growth path for
organized retail in India is not hurdle free. The taxation system still favours small retail
business. With the intrinsic complexities of retailing such as rapid price changes, constant
threat of product obsolescence and low margins there is always a threat that the venture
may turn out to be a loss making one.
A perfect business model for retail is still in evolutionary stage. Procurement is very vital cog
in the retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable
availability, unsorted food provisions and daily fluctuating prices as against consumer
expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at all
times.
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Trained human resource for retail is another big challenge. The talent base is limited and
with the entry of big giants there is a cat fight among them to retain this talent. This has
resulted in big salary hikes at the level of upper and middle management and thereby
eroding the profit margin of the business. All the companies have laid out ambitious
expansion plans for themselves and they may be hampered due lack of requisite skilled
manpower.
But retail offers tremendous for the growth of Indian economy. If all the above challenges
are tackled prudently there is a great potential that retail may offer employment
opportunities to millions living in small town and cities and in the process distributing the
benefits of economic boom and resulting in equitable growth.
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2. Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading
business houses with multiple businesses spanning across the consumption space. While
retail forms the core business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand development, retail
real estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square
feet of retail space in 73 cities and towns and 65 rural locations across India. Headquartered
in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and is listed on the
Indian stock exchanges. The company follows a multi-format retail strategy that captures
almost the entire consumption basket of Indian customers. In the lifestyle segment, the
group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In
the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines
the look, touch and feel of Indian bazaars with the choice and convenience of modern retail.
In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore.
The group’s specialty retail formats include supermarket chain – Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer - eZone, home improvement chain - Home Town
and rural retail chain, Aadhaar, among others. It also operates popular shopping portal -
www.futurebazaar.com.
Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 Billion that are being invested in consumer brands and companies, real
estate, hotels and logistics. It also operates a consumer finance arm with branches in 150
locations.
Other group companies include, Future Generali, the group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group companies
and business partners and Future Media, a retail media initiative.
The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and
Bowling Co. and family entertainment centres, F123. Through its partner company, Blue
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Foods the group operates around 100 restaurants and food courts through brands like
Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato.
Future Group’s joint venture partners include, US-based stationery products retailer, Staples
and Middle East-based Axiom Communications.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.
The group’s corporate credo is, “Rewrite rules, Retain values”.
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3. Big Bazar
Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and
requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd.
and is an answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the
fashion world, general merchandise like sports goods, cutlery, crockery, utensils, and home
furnishings etc. at best economical prices.
3.1 History of Big Bazaar:
The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishor
Biyani. The group do not promises more than what it delivers. Their basic attraction
associated with reasonable prices is their Unique Selling Price.
Though, the products Big Bazaar stores stocks might not be advanced, but the customers
are assured to avail the worth of the money spent by them. In 2001, the group opened its
first store on the VIP Road, Calcutta, which was the primary departmental store offering
regulated services of parking, steel vessels, apparel, electronics etc under the one roof at
the competitive prices. Big Bazaar has become a massive hit with lower middle-class and
middle class people as a major client base.
At present, the Future Group comprises various formats and brands like Pantaloons, F123,
One Mobile, Urbana, Brand Factory, Hometown and Central. The Big Bazaar has several
stores located all over the India, among that Chennai, Hyderabad, Ahmedabad, Bangalore,
Kolkata, Pune, Mumbai and Delhi is those metro cities where the stores of Big Bazaars are
located.
3.2 Facilities offered by Big Bazaar:
 Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one
of the most favourite sites among people of India for online shopping. Future Bazaar
is an online business venture of Future Group, which sells an assortment of products
such as fashion, which includes merchandise for men and women, mobile
accessories, mobile handsets and electronics like home theatres, video cameras,
digital camera, LCD TVs, kitchen appliances and many more.
 Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra
and special discounts were offered on Wednesday every week, to attract the
potential buyers into their store.
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
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i A Project report on study on Private Label
Free Gift wrapping: Big Bazaar also provides Gift wrapping facility for the product
purchased from the store. This facility is provided to all customers that also free of
cost.
3.3 SWOT Analysis of Big bazaar:
Before going in to depth first of all let’s clear the meaning of SWOT analysis. Following terms
clarifies the meaning of the SWOT analysis.
Opep
W
Stre
T
ee
ti ss
aokn
he n
ag
rtu
 Strengths of Big bazaar:

en
reth
ssi
ts
s
Figure 1.1
All industries and companies have some strength, weaknesses, opportunities and
threats. Strengths and weaknesses are internal and are controllable while opportunities and
threats are external and are uncontrollable. I have done SWOT analysis of Big Bazaar which
is as below.
 At Big Bazaar customer can get large variety of goods under one roof
 A price of products at Big Bazaar is lower than the market prices.
 It has good security system at all stores.
 Quantity of sales is high at all stores.\
 High quality private labels.
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 Weaknesses of Big bazaar:
 Lacks in branded products

 Unable to provide enough parking spaces to its customers at all stores.
 Opportunities:
 To grab the rural market of India.

 To bring in the customers of other retail outlet by dealing with branded
products.
 Add more products to its product category
 To open up more and more number of big bazaars in different cities of the
country.
 Threats for Big bazaar:
 Opening up of other discounted stores like Vishal mega mart, D Mart etc.
 Customers have the option of nearby kirana stores so they may prefer to go
there for small purchases.
 Availability of products in other retail outlets.
 Possible future competition from International retail companies like Wal-
Mart
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4. Private Label
Private label products or services are typically those manufactured or provided by one
company for offer under another company's brand. Private label goods and services are
available in a wide range of industries from food to cosmetics to web hosting. They are
often positioned as lower cost alternatives to regional, national or international brands,
although recently some private label brands have been positioned as "premium" brands to
compete with existing "name" brands.
4.1 Private Label as a Marketing and Business Tool
Retailers have extended the concept of private label to identify a brand with a store, a
concept known as the store brand. This can be a far more profitable business than selling
nationally advertised brands.
Use of Private Label goes well beyond the Store Brands, though certainly this is the most
frequent situation in which a customer will have contact with one.
4.2 Reasons for acquiring Private Label/Brands
Several corporations source an extremely wide range of products from specialized

manufacturers, which may or may not own their brand. The reasons for this business
practice are several.
A company, having identified a business opportunity in a new product or groups of

products, may assess that setting up their own production line or facility may require a
substantial investment in equipment, human resources, patents and so forth. In many cases,
a viable alternative is to source from a specialized company that has already made such
investments and that has spare production capacity. If the two companies find that the
market situation allows avoiding or minimizing direct competition without stealing each
other's market share (cannibalization), then both companies may find an agreement
whereby the specialized manufacturer supplies the goods to the other. The methods to
reduce 'cannibalization' are general marketing practices such as: dedicated distribution
channels, different image and customer perception of the brands, pricing, separate regional
presence etc.
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4.3 Percentage share in Private Labels
4.4 National Brands V/s Private Label Brands
Advantages of National Brands Advantages of Private Label Brands

1. Product recognition — almost everyone 1. You have control over your pivotal product, and
recognizes the names of the leading nationally that means over your business.
branded coffees. Millions of dollars are spent
advertising these products, making them easier to 2. It is the only way to be able to market high quality
sell. products, if you so choose.
2. People can choose between various familiar 3. You save substantially in product cost. You can
labels. spend these savings on anything you please,
including higher product quality.
3. A buyer interviewing a private label salesman and
a national brand salesman is likely to have more 4. You have no competition for the brands that you
confidence in the latter, all other aspects of their carry. No one can trade on your name legally. This is
presentations being equal. a strong motivational plus for your salespeople.
4. Consistent quality control 5. With your exclusive brand you can, if you wish,
enters the entire Out-of-Home market supply.
5. The nationally branded companies help promote
sales with and for you, albeit sales for their own 6. You can sell the mystique as well as the real
brand. quality of your brand, enabling you to achieve a
higher average selling price (though many operators
6. Nationally branded products are generally make the mistake of selling their private label for a
available in constant supply from local wholesalers lower price than the national brands).
with short lead times on ordering.
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4.5 Big Bazaar-Private labels:
Big Bazaar, the hypermarket of Pantaloon Retail, has come out with a breakfast cereal range
under its private label, Tasty Treat. Big Bazaar already sells noodles, pasta, vermicelli, soups,
namkeens, chips, toast, khari, papads, jams, pickles, carbonated drinks, and ketchup and
fruit beverages under the brand. It has now added breakfast cereals to the range.
The breakfast cereals will be available in three variants — plain cornflakes, chocolate-
flavoured Choco Gols and honey-flavoured Honey Circles. There are two reasons for
launching the product, says Pantaloon Retail’s head of private brands, Devendra Chawla.
“One is that private brands give us far higher margins, and the second is that cornflakes as a
category is under-penetrated and has a lot of scope to grow.”
The market for breakfast cereals is still small. While the packaged food market is valued at
Rs 33,234 crore, the organised breakfast cereal market is just Rs 250 crore — less than one
per cent. But the market is growing fast, given the growing health consciousness in the
country, especially the urban middle class. Kelloggs monopolises the market for breakfast
cereals with its range of flakes. Some other multinational players have also shown keen
interest in this market. PepsiCo has already entered with its bestseller brand, Quaker Oates.
Heinz India, which has a hugely strong bond with households because of its Complan health
drinks, too has joined the bandwagon.
In spite of the presence of a large number of players in the branded packaged food
segment, Tasty Treat is growing at about 70 per cent. This perhaps has given Big Bazaar the
confidence to try its luck in breakfast cereals as well.
In a recent development, Pantaloon Retail, promoted by Kishore Biyani, has boycotted

Kelloggs at all its retail formats for turning down its demand for higher margins. Not
surprisingly, Big Bazaar is pushing its own brand of cornflakes now. This is not the first time
Big Bazaar is doing this. A while back Cadburys and PepsiCo owned snack food brand Frito
Lay had to bear the brunt.
As an introductory offer, the cornflakes brand will be priced at Rs 99 along with a free bowl
worth Rs 60.
According to Chawla, the brand will provide 10 to 15 per cent value when compared to
rivals. “We have the option of pricing it lower as we don’t have to pay intermediaries and
can pass on that advantage to consumers,” says Chawla.
List of the private Brands available at Big Bazaar:
Cleanmate, Tasty treat, Caremate,Sach, John Miller, Premium Harvest, Fresh And Pure, Ekta,
Dj & C, Knighthood, Spunk.
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5. Consumer Perception
In general psychological terms, perception is our ability to make some kind of sense of
reality from the external sensory stimuli to which we are exposed. Several factors can
influence our perception, causing it to change in certain ways. For example, repeated
exposure to one kind of stimuli can either make us oversensitive or desensitized to it.
Additionally, the amount of attention we focus on something can cause a change in our
perception of it.
In other words,
Perception is the process through which a person forms an opinion about the various stimuli
he receives from his sensory organs. In marketing, perception is concerned with
understanding how the consumer views a product or service. The five senses of a person
help him in this process. The marketer uses various props to stimulate the consumer, that is,
through the use of colours, sound, touch, taste, or smell, to observe the product.
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6. Research on
consumer
Perception towards
Private Labels
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Q.1 Do you purchase private label brands?
We have selected all 30 members purchases Private brands.
Q.2 Generally in which category you purchase private label brands?
Consumer
FMCG Durables Apparels Grocery Other
16 7 16 6 0
Category Preference
13%
FMCG
36% Consumer Durables
Apparels
Grocery
other
36%
16%
Findings:
From the above Pie chart, it can infer that large amount of purchase is occurring in FMCG and
Apparels category which are followed by Consumer Durables. It may be, because the
consumer durables products are normally high involvement products. Consumers normally
don’t hesitate in spending their money easily in low involvement products which does not
have long term life.
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Q.3 Where do you buy the private label brands from?
Shopping mall Speciality stores Internet others
20 11 3 0
Chart Title
9%
shopping mall
Speciality stores
internet
32%
others
59%
Findings:
From the above Pie chart, it can be infer that normally consumers’ gives first preference to large
shopping malls and speciality stores who sells their own branded product, who are also known to
local public. With some increase in use of internet in shopping habits of Indians, these medium
also has starting to play their role.
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Q.4 Mark the following statements with 1 if you strongly agree to 5 if you strongly disagree.
Statement 1- I feel confident when I use PLBs
Strongly agree agree neutral disagree highly disagree

4 14 8 2 1
Confidence Level
16
14
12
No. of Respondents
10
8
6
4
2
0
Findings:
From the above data, it can be inferred that out of 30 respondents, majority of them are more
confident when they use private label brands. They don’t hesitate to use private label brands.
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Statement 2- I find economical to buy PLBs.

5 16 6 3 0
Economic to Purchase
18
16
14
No. of Respondents
12
10
8
6
4
2
0
Finding:
From the above data, it can be inferred that out of 30 respondents, high percentage of them
are feeling economical when they purchase private brands.
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Statement 3-PLBs may be associated to luxury.
Strongly agree agree Neutral disagree highly disagree

3 10 8 9 0
Associated to Luxury
12
10
NO. of Respondents
0
Findings:
From the above data, it can be seen that respondents showed a mix response though the
weightage is more inclined to positive side for private label. 12 respondents (3-strongly
agree, 9-Agree) were agree that it may be associated to luxury, while 9 were disagree.
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Statement 4- I find PLBs good for one’s image.

3 9 9 7 2
Good for One's Image

10
9
8
NO. of Respondents
7
6
5
4
3
2
1
0
Findings:
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Statement 5- PLBs have youthful image.

3 7 6 13 1
Youthful Image
14
12
10
No. of Respondents
0
Findings:
One negative aspect about PLBs which is seen in this context of Youthful image of PLBs is if
we compare the data, few of respondents have considered the PLBs as having youthful
image. The reasons may low advertisement of private label brands than that of national
brands.
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Statement 6- It is securing to use PLBs

11 12 5 2
Secured to Use
14
12
10
No. of Respondents
0
Findings:
Most of responded have agreed that it’s secure to use PLBs as we can see from the above
chart. Most of the owners of PLBs provides all information about their products so that
there will be no confusion regarding the same. This may be the main reason.
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Statement 7- I find PLBs simple to purchase.

5 16 4 5 0
Simple to Purchase
18
16
14
No. of Respondents
12
10
8
6
4
2
0
Findings:
From the above data, it can be seen that most of the respondent found it simple to
purchase PLBs compare National Brands. This may be because the owner of the shop always
has more information about his products rather than the products of the National brands.
So the consumer can easily acquire the information which he needs to make a purchase of a
product.
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Statement 8- It’s reasonable to buy PLBs

6 10 9 3 2
Reasonable to Buy
12
10
No. of Respondents
0
Findings:
From the above data, it could be gained that majority of the respondents find Private label
brands to be very reasonable to buy. Reasonability is not gaining very strong response but
major of them agree on a neutral scale that it is reasonable to buy PLB.
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Statement 9- Warranty is provided with PLBs
Strongly agree Agree neutral Disagree highly disagree

4 13 8 5 0
Warranty
14
12
10
NO. of Respondents
0
Findings:
Normally owner of shop provides warranty on his own products, because he is confident
about his product as this would build up his brand. And giving warranty is a major source to
attract clients and also repurchase could be enhanced by the same. Respondents also agree
with this belief as it can be seen from the above table and chart.
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Statement 10 I think that PLBs are innovating
Strongly agree Agree Neutral disagree highly disagree

4 13 8 3 2
Innovative?
14
12
10
No of Respondents
0
Findings:
From the above data, it can be seen that consumers agree that PLBs are innovating. The
major reason could be because of the launch of the Private label brands in many new
sectors and that too with more features and quality in comparison to the national brands.
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Statement 11 It is convenient to purchase PLBs

6 16 6 2 0
Convenient to Purchase
18
16
14
No. of Respondents
12
10
8
6
4
2
0
Findings:
From the above data, it can be imbibed that respondents/consumers feels purchasing PLB
to be convenient may be due to the easy availability and reasonable pricing.
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7. Management Implications
In consumer marketing, brands often provide the primary points of differentiation between
competitive offerings, and as such they can be critical to the success of retailers and
manufacturers.
Private label brands have made tremendous inroads over the past two decades. Although
the success of private labels has been limited to certain product categories and segments of
consumers, retailers continue to expand the domain of private label offerings.
In this exploratory study, our objective was to assess how PLBs are perceived in a
multicultural context. Findings comprise some main points that are valuable for retail firms
operating in multi-cultural contexts.
First, an array of statements is found to be highly associated with PLBs image including
convenience, economy, reason and simplicity. Some of these items (i.e. convenience and
reason) were previously associated with national brands. This result shows that consumers
are now aware that PLBs are improving their quality. So, from now on, retailers have to
launch much more PLBs products and to focus on their improved PLBs quality.
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8. Limitations of the Research

This work does suffer from some limitations. The first of these limitations stems from the
use of a student sample.
Although the sample does have some characteristics that are desirable in terms of their
similarity to the wider population of consumers’ students, the sample does not allow for
consideration of the impact of consumer variables such as income or education, both of
which have been demonstrated to impact private label purchasing behaviour.
Future research in this area needs to consider a broader array of consumers living in multi-
cultural contexts. Second, future studies should also investigate other factors that influence
the PLB image perception, i.e. characteristics of the consumers who buy PLBs, their
exposure to global consumer culture, amongst other traits. In this respect, they can
distinguish clearly between intrinsic and extrinsic cues in PLB image perceptions.
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Appendix
Consumer perception towards private label
Questionnaire
1. Do you purchase private label brands?
 Yes
 No
2. Generally in which category you purchase private label brands?
 FMCG  Grocery
 Consumer Durables  Other(please specify)_______
 Apparels
3. Where do you buy the private label brands from?
 Shopping malls
 Speciality stores
 Internet
 Others (please specify)_________
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4. Mark the following statements with 1 if you strongly agree to 5 if you strongly disagree
Statements Strongly Agree Neutral Disagree Strongly

Agree Disagree
1 2 3 4 5
I feel confident when I use PLBs
I find economical to buy PLBs
PLBs may be associated to luxury
I find PLBs good for one’s image
PLBs have youthful image
It is securing to use PLBs
I find PLBs simple to purchase
It’s reasonable to buy PLBs
Warranty is provided with PLBs
I think that PLBs are innovating
It is convenient to purchase PLBs
Personal Details:
Name:_____________________________________________________________________
Area of Residence:___________________________________________________________
Age:
 15 – 20
 21 – 25
 26 – 30
 Above 30
Gender:
 F
 M
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Bibliography
Marketing research by Naresh Malhotra
Consumer Behaviour by schiffman and Kanuk
Websites:
http://iims-markathon.blogspot.com/2010/02/private-labels-from-cheap-substitutes.html
www.futuregroup.in/home.asp
pantaloon.futurebazaar.com/indexPantaloon.jsp
http://bizdom.blogspot.com/2010/03/brand-update-sach-toothpaste-from.html
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Retail Project On Consumer Perception About Private Labels-Future Group

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Retail Project On Consumer Perception About Private Labels-Future Group

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A Project report on study on Private Label

A Project report on study on

In the partial fulfilment of MBA-GTU Programme 2009-11, Shree Jairambhai Patel

Learning is a continuous process and it is my great pleasure to get such an opportunity to

The project assigned to us at Future group is an exercise in understanding and implementing

We welcome suggestions from every reader of this report.

1. Introduction to Retail Industry

The group’s corporate credo is, “Rewrite rules, Retain values”.

3.1 History of Big Bazaar:

3.2 Facilities offered by Big Bazaar:

3.3 SWOT Analysis of Big bazaar:

 Strengths of Big bazaar:

 Weaknesses of Big bazaar:

 Lacks in branded products

 To grab the rural market of India.

 Threats for Big bazaar:

4.1 Private Label as a Marketing and Business Tool

4.2 Reasons for acquiring Private Label/Brands

Several corporations source an extremely wide range of products from specialized

A company, having identified a business opportunity in a new product or groups of

4.3 Percentage share in Private Labels

4.4 National Brands V/s Private Label Brands

Advantages of National Brands Advantages of Private Label Brands

4.5 Big Bazaar-Private labels:

In a recent development, Pantaloon Retail, promoted by Kishore Biyani, has boycotted

List of the private Brands available at Big Bazaar:

Dj & C, Knighthood, Spunk.

Q.1 Do you purchase private label brands?

We have selected all 30 members purchases Private brands.

Q.2 Generally in which category you purchase private label brands?

Q.3 Where do you buy the private label brands from?

Shopping mall Speciality stores Internet others

Statement 1- I feel confident when I use PLBs

Strongly agree agree neutral disagree highly disagree

Statement 2- I find economical to buy PLBs.

Strongly agree agree neutral disagree highly disagree

Statement 3-PLBs may be associated to luxury.

Strongly agree agree Neutral disagree highly disagree

Statement 4- I find PLBs good for one’s image.

Strongly agree agree Neutral disagree highly disagree

Good for One's Image

Statement 5- PLBs have youthful image.

Strongly agree agree neutral disagree highly disagree

Statement 6- It is securing to use PLBs

Strongly agree agree neutral disagree highly disagree

Statement 7- I find PLBs simple to purchase.

Strongly agree agree neutral disagree highly disagree

Statement 8- It’s reasonable to buy PLBs

Strongly agree agree neutral disagree highly disagree

Statement 9- Warranty is provided with PLBs

Strongly agree Agree neutral Disagree highly disagree

Statement 10 I think that PLBs are innovating

Strongly agree Agree Neutral disagree highly disagree

Statement 11 It is convenient to purchase PLBs

Strongly agree agree Neutral disagree highly disagree

8. Limitations of the Research

Consumer perception towards private label

2. Generally in which category you purchase private label brands?

3. Where do you buy the private label brands from?

Statements Strongly Agree Neutral Disagree Strongly

I feel confident when I use PLBs

I find economical to buy PLBs