SYNOPSIS

ON A COMPARATIVE STUDY ON CONSUMERS ATTITUDE TOWARDS PRIVATE LABELS

Submitted for partial fulfillment for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

(MBA 2011-2013)

UNDER THE SUPERVISION OF Ms. Amardeep Kaur Assistant Professor

SUBMITTED BY: Pinki Dhasmana (14019103911)

GITARATTAN INTERNATIONAL BUSINESS SCHOOL

(Affiliated to Guru Gobind Singh Indraprastha University) Rohini, New Delhi-110085 (2011-2013)

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1.1 TITLE OF PROJECT

A Comparative Study on Consumers Attitude towards Private Labels

1.2 INTRODUCTION TO STUDY

Private label products encompass all merchandize sold under a retailers brand. That brand can be the retailers own name or a name created exclusively by that retailer. In some cases, a retailer may belong to a wholesale group that owns the brands that are available only to the members of the group. The above definitions suggest two things. First, it is the retailer who owns and controls the brand, whereas this was traditionally the role of the producer. Second, the retailer has exclusive rights over the product. This means that different retailers do not sell identical PLs, which is not the case when retailers sell name-brands Thus, the development of PLs does not only alter the relationship between producers and retailers, but also affects the competition between retailers because PLs become an additional way of differentiating between retailers. The two main advantages derived from the adoption of PLs by retailers are: bigger margins, and increased store loyalty.

1.3 SCOPE & OBJECTIVES

1.3.1 Scope of the study The present study is undertaken to gain an insight into the Indian customers attitude towards PLs as well as NBs, the effect on preference pattern and variations with respect to location of respondents for PLs versus national label brands across two product categories that are consumer durables and personal care products. For this purpose respondents from Delhi are studied. 1.3.2 Objectives of the study To study and find out attributes on which consumers evaluate both PLs and NBs.

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To find out and compare the overall customers attitude towards PLs vs. NBs across different attributes and different categories.

1.4 RESEARCH METHODOLOGY Research Design Population/ Universe Sample Size Sampling Technique Project Approach Instrument Used Data Type Statistical Tools Employed Tools Descriptive Individuals Residing in Delhi 100 Convenience Survey Method Structured Questionnaire Primary and Secondary Adequacy importance model & Anova SPSS, Microsoft Excel

Table 1.1 Research Methodology Framework

1.4.1 Research Design: Research Design employed for the study shall be descriptive in nature. Descriptive research describes the characteristics of the variables which are chosen for the research and helps in inference building about population parameters and the relationship among two or more variables (quality, price, risk, packaging and image) across two product categories (consumer durables and personal care products).

1.4.2 Sample 1.4.2.1 Sample Size: A sample size of 100 individuals is taken by un-aided judgement technique of sample size determination. Due to time constraint sample taken is small.

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1.4.2.2 Sampling technique: Convenience sampling is done to select the respondents due to time constraint and ease of the study.

1.4.3 Data sources 1.4.3.1 Primary Data A structured questionnaire made by Amit R Pandaya and Monarch A Joshi which they used in their research A comparative study on consumers attitude towards private labels: a focus on Gujratwill be used to gather the data. It consist of 30 questions, out of which nine questions were framed to gather demographic as well as personal profile of the respondent, while one question was framed to rate individual brand attribute on Likert scale, 20 questions were framed to rate and compare different attributes across two different categories viz. consumer durables and personal care products on Likert scale. 1.4.3.2 Secondary Data The secondary data will be collected from Journals, Research Papers, Books, magazines and databases like EBSCO, JGATE, DELNET, Euro monitor, JSTOR.

1.4.4 Statistical Tools Employed Adequacy importance model and ANOVA will be used to study the relationship between different attributes (quality, price, risk, packaging and image) across two product categories (consumer durables and personal care products). 1.4.4.1 Adequacy importance model For data analysis adequacy importance model will be used, in which five attributes identified will be framed in the model and the importance will be measured on a scale of 1 = least significant to 7 = most significant across different

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product categories.adequacy importance model happens to be one of the most widely used models appearing in consumer behavior research. Model can be described as: A=P*D Where, A= An individuals attitude toward the brands; P = Importance of attribute (dimension) for the person; D= Individuals evaluation of brands.

1.4.4.2 ANOVA The interpretation of respondents attitude with respect to mean (attitude) will be calculated in ANOVA.

1.5 References
Journals Ashok kumar S and Gopal S (2009),Diffusion of Innovation in Private Labels in Food Products, The IUP Journal of Brand Management, Vol. 6,No. 1, pp. 35-56. Amit R Pandaya and Monarch A Joshi, A Comparative Study on Consumers Attitude Towards Private Labels: A Focus on Gujarat Journal of Product and Brand Management,Vol. 6, No. 5, pp. 315-324. Sites http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=593378 20&site=ehost-live http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=111004 7&site=ehost-live http://search.ebscohost.com/login.aspx?direct=true&db=bsh&AN=745700 2&site=ehost-live

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