Consumer Preferences for Private Label Brands in the Apparels Category in the Indian Metropolitan Cities
Title of the Paper: CONSUMER PREFERENCES FOR PRIVATE LABEL BRANDS IN THE APPARELS CATEGORY IN THE INDIAN METROPOLITAN CITIES
Discipline: Marketing
Sub-theme: Brand Management, Retail
Author 1: Ashutosh Kumar 1
Author 2: Sankalp Chugh 2
Institute: K.J. Somaiya Institute of Management Studies and Research, Mumbai
Author 1 Address: Ashutosh Kumar,
K.J. Somaiya Institute of Management Studies and Research,
Vidyanagar, Vidyavihar, Mumbai – 77
(Email: [email protected], Cellphone: 09699187750)
Author 2 Address: Sankalp Chugh,
K.J. Somaiya Institute of Management Studies and Research,
Vidyanagar, Vidyavihar, Mumbai – 77
(Email: [email protected], Cellphone: 09172135694)
Author 1s Biographical Profile: Mr. Ashutosh Kumar is a Second Year Student of PGDM (MBA) at K J Somaiya Institute of Management Studies and Research, Mumbai. He graduated in Mechanical Engineering and has 3 years of work experience in Cognizant. His research interests are Rural Marketing, Brand Management, Business Strategy, Advertising and Business Process Re-engineering and he has presented research papers in national and international conferences in various areas of marketing and strategy. He can be reached at [email protected].
Author 2s Biographical Profile: Mr. Sankalp Chugh is a First Year Student of PGDM (MBA) at K J Somaiya Institute of Management Studies and Research, Mumbai. He graduated in Computer Science Engineering and has 3 years of work experience in Tata Consultancy Services. He has also worked with IMRB International as a freelancer in Market Research domain. His research interests are Brand Management, Business Strategy, Advertising and Market Research. He has won various national competitions in various areas of marketing and strategy. He can be reached at [email protected].
CONSUMER PREFERENCES FOR PRIVATE LABEL BRANDS IN THE APPARELS CATEGORY IN THE INDIAN METROPOLITAN CITIES
Ashutosh Kumar1 and Sankalp Chugh2
ABSTRACT
The 20th century was the century of manufacturer brands. But in recent years, private labels have assumed significance. From being equated with low quality as well as clones for the real brands, private labels today are being perceived as the future