Plb Essay
Factors Impacting Brand Equity of PLBs
Factors Impacting Brand Equity of PLBs: A Study of Grocery and Household Items in Bengaluru[footnoteRef:2]. [2: This paper is based on a paper presented by the authors in the 5th International Conference on Contemporary Issues in Management at ISME, Bengaluru on 11th February 2017.]
Abstract
In India the private label brands (PLBs) are growing at a faster pace than retail. This supposes that PLBs should have brand equity. Although brand equity is one of the most important aspects of a brand in creating competitive advantage, earlier studies have not paid much attention to measuring and conceptualising the factors influencing the brand equity of private label brands. Many researches
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Rama Bijapurkarin her book “We are like that only” states that Indian consumer market is a tricky and complex market and demands strategy complexity and strategy customization way beyond its current worth.This knowledge of Indian market that it is different, if not unique, from other world markets has prompted the authors to look into the factors that influence the purchase of retailers’ own brands.
Though the concept of the private labels emerged in US and Europe as an effective alternative to the national brands, the scenario in India is different as the retail business in India is in a nascent stage. In fact, in the life cycle of organised retail in India, the appearance of the private label brands(PLB) or store brands is a very important move (Ajay Singh, 2016). The rise of organised retail and the mall culture has given rise to the concept of private label brands (Steenkamp, 1997). From the introduction of Private label brands as cheap and low-priced alternatives, they have now come a long way.In European supermarkets, higher private-label sales result in higher average pre-tax profits. U.S. supermarkets average 15% of sales from private labels; by contrast, European grocery stores such as Sainsbury 54% of its sales come from private labels, and in case of Tesco it is 41% (Quelch & Harding,
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