CONSUMER BUYING BEHAVIOUR TOWARDS PRIVATE LABEL BRANDS IN ORGANIZED RETAIL MARKETS

60 Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 GOSPODARKA I INNOWACJE Volume: 66 | 2025 CONSUMER BUYING BEHAVIOUR TOWARDS PRIVATE LABEL BRANDS IN ORGANIZED RETAIL MARKETS Dr. Shivakumar B Associate Professor, Department of P.G. Studies in Commerce, Govt. Arts College (Autonomous) Chitradurga-577501 A R T I C L E I N F O. Abstract Keywords: Private Label Brands, Organized Retail, Consumer Behaviour, Karnataka. Private label brands (PLBs) — retailer-owned products sold under store brands — have gained traction globally and in India as consumers seek value and retailers chase higher margins. This study examines consumer buying behaviour toward private label brands within organized retail markets of Karnataka. Using a mixed-methods approach, a structured survey (n = 400) across five cities (Bengaluru, Mysuru, Mangaluru, Hubli-Dharwad, Belagavi) was complemented by 12 in-depth interviews with store managers and shoppers. The research investigates awareness, perceived quality, price-sensitivity, trust, and repeat purchase intention for PLBs across FMCG categories. Results show high awareness (78%) and trial rates (62%), with perceived value-formoney and promotional visibility as the strongest predictors of repeat purchase. Demographic factors — income and education — moderate the relationship between price sensitivity and PLB adoption. The paper situates findings within India’s retail expansion and recent private-label growth trends, and discusses policy and managerial implications for retailers operating in Karnataka. Key contributions include (1) city-level evidence on PLB acceptance within a South Indian state context, (2) a behavioural model linking marketing mix elements to purchase intention for PLBs, and (3) actionable recommendations for retailers to increase PLB uptake without eroding national brand equity. The study adds to commerce literature by focusing on organized retail micro-environments in Karnataka and providing a replicable survey instrument for further comparative studies. http://www.gospodarkainnowacje.pl/ © 2025 LWAB. Introduction In recent years, private label brands (PLBs) have emerged as a significant component of organized retail, both globally and in India. PLBs, also referred to as store brands, are products that are manufactured for and sold under a retailer’s brand, offering consumers a value proposition that combines quality and affordability. Traditionally viewed as inferior to national brands, private labels have evolved considerably, with many retailers investing in product development, packaging, and marketing to enhance consumer trust and perception. This shift has been driven by increasing price sensitivity, rising disposable incomes, and a growing awareness among consumers about product quality and value for money. Economy and Innovation ISSN: 2545-0573 For more information contact: [email protected] https://gospodarkainnowacje.pl 61 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 Organized retail markets in India have experienced rapid growth over the past decade, fueled by urbanization, digitalization, and evolving shopping preferences. Supermarkets, hypermarkets, and multi-brand stores now offer extensive private label portfolios across categories such as packaged foods, personal care, household products, and apparel. According to industry reports, private label penetration in India remains relatively low compared to developed markets, representing about 8–10% of total organized retail sales, but is growing steadily due to retailer-led initiatives and changing consumer attitudes. Urban consumers, particularly in metropolitan and tier-2 cities, are increasingly experimenting with private labels, often influenced by perceived quality, promotional strategies, and store credibility. Karnataka, with Bengaluru as a major retail hub and secondary cities such as Mysuru, Mangaluru, Hubli–Dharwad, and Belagavi experiencing rapid retail expansion, presents a dynamic setting for studying consumer behaviour towards private labels. Variations in consumer exposure, socio-economic factors, and retail infrastructure across these cities create opportunities to understand patterns of adoption, loyalty, and brand perception. This study aims to examine the determinants of consumer buying behaviour towards private label brands in organized retail markets across urban Karnataka. It combines quantitative measurement of purchase patterns and attitudes with qualitative insights from shoppers and store managers to identify factors driving adoption, barriers to acceptance, and strategies for increasing market penetration. The findings are intended to guide retailers in optimizing their private label strategies and provide insights for policymakers and trade associations seeking to support the growth of private labels in India. Background: Government data & present situation (India & Karnataka) India’s retail sector is one of the world’s largest and continues to expand rapidly, contributing more than 10% of the nation’s GDP with a market size exceeding ₹82 lakh crore (approx. USD 1.01 trillion) in 2024. Projections suggest the total retail market could grow to around ₹1.37 crore crore (USD 1.6 trillion) by 2030, supported by rising urbanization, increasing disposable incomes, and shifts in consumer behaviour toward modern retail formats. Organized retail, including supermarkets, hypermarkets, and retail chains, is growing fast and is expected to capture a substantial share of this expansion, with estimates indicating it could reach ₹19.7 lakh crore (USD 230 billion) by 2030, up from around ₹11.3 lakh crore in 2024. Urban consumption and e-commerce marketplace growth further reinforce this trend, making India one of the fastest-growing retail markets globally. Within this dynamic environment, private label brands are attracting increasing attention. Reports indicate that more than half of Indian consumers (around 52%) are now switching to private labels for perceived value, and about 70% believe the quality of private labels is comparable to that of established brands. Additionally, around 74% of shoppers report seeing a greater number of private label options prominently displayed in stores. These patterns signal a shift in consumer preference toward store brands, driven by cost savings, quality improvements, and evolving expectations. At the state level, Karnataka’s economy shows strong performance in services and trade. According to the Karnataka Economic Survey (2023–24), the services sector which includes trade and retail contributed over 66% of the state’s gross value added (GVA), reflecting robust urban economic activity. Per capita income in Karnataka (about ₹3,32,926 in 2023–24) is significantly higher than the national average, indicating stronger consumer purchasing power in the state’s urban centres. Major cities such as Bengaluru, Mysuru, Mangaluru, Hubli–Dharwad, and Belagavi have seen visible growth in organized retail outlets and shopping infrastructure, providing fertile ground for private label brand penetration. This combination of national retail expansion, shifting consumer preferences toward value and quality, and strong urban economic foundations in Karnataka creates a compelling context for examining consumer buying behaviour toward private label brands in organized retail environments. 62 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 Literature review ➢ Aaker, D. A. (1996). Building Strong Brands. Aaker’s book is a foundational text on branding and brand equity, providing comprehensive frameworks for building, managing, and measuring strong brands. It discusses brand identity, brand loyalty, and perceived quality, all of which are directly applicable to understanding consumer perception of private label brands. The book emphasizes the strategic role of branding in creating differentiation and long-term competitive advantage. Its insights help explain why some store brands succeed in generating consumer trust and preference despite lower recognition compared to national brands. The concepts of brand equity and brand associations are particularly relevant for positioning private labels within retail assortments. Overall, it offers practical and theoretical guidance for managing and promoting PLBs effectively. ➢ Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Kotler and Keller provide an in-depth exploration of marketing strategy, consumer behaviour, and brand positioning, making it essential for studying private label brands. The book explains how retailers can strategically integrate PLBs into their product mix to enhance competitive advantage and customer loyalty. It highlights the importance of pricing, promotions, and perceived value in influencing buying decisions. Retail marketing principles discussed, such as segmentation, targeting, and positioning, are directly applicable to the Indian organized retail context. The book also addresses modern trends in retail, including digital influence and shopper experience, helping contextualize PLB adoption. Its comprehensive framework supports analysis of both consumer perceptions and retailer strategies. ➢ Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). Schiffman and Kanuk’s book examines psychological, social, and cultural factors that shape consumer decisions, providing a foundation for analysing private label brand adoption. It covers motivation, perception, learning, and attitudes, all of which influence purchase behaviour in organized retail settings. The text emphasizes how trust, perceived quality, and price-value perception affect consumer preferences. It also explores social influences, including family, peers, and reference groups, which can impact PLB acceptance. By linking theory to practical examples, the book guides the identification of key behavioural constructs relevant to private label purchasing. Its insights inform survey design and qualitative interview questions in this study. ➢ Kothari, C. R. (2004). Research Methodology: Methods and Techniques (2nd ed.). Kothari’s text is a comprehensive guide to research design, data collection, and sampling methods, forming the methodological foundation for this study. It explains survey techniques, sample size determination, and questionnaire construction, ensuring reliability and validity in data collection. The book also discusses statistical analysis, hypothesis testing, and interpretation of results, supporting rigorous quantitative research. Its principles guide the mixed-methods design of the study, including both structured surveys and qualitative interviews. Additionally, Kothari highlights ethical considerations in research, which are incorporated into the study through informed consent and anonymity. The text is crucial for ensuring methodological soundness in examining consumer behaviour. ➢ Coughlan, A., Anderson, E., Stern, L., & El-Ansary, A. (2006). Marketing Channels (7th ed.). Coughlan and colleagues explore the dynamics between manufacturers, retailers, and intermediaries, offering insights relevant to private label brand distribution. The book explains how channel design, partnership management, and retailer control influence product availability and consumer perception. It highlights the role of collaboration and negotiation in achieving optimal assortment and shelf placement. Concepts such as channel conflict, power dynamics, and strategic alliances help explain retailer–supplier interactions in the context of private labels. This framework aids in understanding how effective channel management can enhance PLB visibility, adoption, and market penetration. The book bridges theoretical channel concepts with practical retail execution strategies. 63 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 ➢ Levy, M., & Weitz, B. A. (2012). Retailing Management (9th ed.). Levy and Weitz examine assortment planning, pricing strategies, and private label development in retail, offering practical guidance for enhancing consumer adoption of store brands. The book discusses merchandising, category management, and brand positioning as tools to improve shelf appeal and sales performance. It also emphasizes the importance of understanding shopper behaviour, loyalty, and perceived quality when developing private labels. Insights on promotional strategies, in-store marketing, and competitive analysis are directly applicable to organized retail environments. This text provides a strong managerial perspective on how retailers can leverage private labels to strengthen market share and build customer trust. ➢ Srinivasan, R., & Rajan, B. (2014). Consumer Protection and Retail Laws in India. Srinivasan and Rajan focus on the regulatory and legal framework governing retail operations and consumer protection in India. The book highlights labelling standards, product quality regulations, and consumer rights, all of which impact private label brand credibility and acceptance. It explains how compliance with these laws enhances consumer trust and reduces risk perception, influencing buying behaviour. The text also addresses retailer responsibilities in ensuring transparency, warranty, and ethical marketing practices. Its insights are critical for understanding the regulatory environment affecting PLBs in organized retail and for designing strategies that align legal compliance with consumer expectations. ➢ Nair, S. R. (2018). Retail Management in India. Nair’s book provides a detailed overview of the Indian retail landscape, covering both organized retail growth and consumer trends. It explores store formats, merchandising strategies, and private label adoption in urban and semi-urban markets. The text highlights the challenges of infrastructure, supply chain integration, and competitive pressures in India’s retail sector. It also discusses consumer awareness, brand perception, and pricing as determinants of PLB success. By contextualizing global retail concepts within India, the book offers practical guidance for retailers seeking to enhance private label market penetration. Its focus on Indian consumer behaviour supports the study’s objectives and research design. Research gap Most prior studies focus on national-level PLB trends or consumer behaviour in metro cities. Few studies provide state-level, city-comparative empirical evidence within Karnataka combining primary survey data and retailer interviews. There is limited research on how demographic moderators (income, education) affect PLB adoption in organized retail across Karnataka’s diverse urban centers. Objectives 1. To assess consumer awareness and attitudes toward private label brands in organized retail outlets across Karnataka. 2. To identify the key factors (price, perceived quality, promotion, store trust) influencing PLB purchase and repeat purchase intention. 3. To analyze demographic moderators (income, education, age) on PLB adoption. 4. To provide retailer-oriented recommendations to increase PLB uptake while maintaining quality and brand trust. Methodology 1. Research Design: The study uses a mixed-methods approach, combining a cross-sectional quantitative survey with qualitative interviews. This design allows the researchers to capture measurable patterns in consumer behaviour while also exploring the motivations, perceptions, and contextual factors influencing purchases of private label brands in organized retail markets. 64 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 2. Sample: Data were collected from 400 consumers visiting organized retail outlets across five major cities of Karnataka — Bengaluru, Mysuru, Mangaluru, Hubli–Dharwad, and Belagavi — using structured questionnaires. In addition, 12 purposively selected interviews were conducted with store managers and shoppers to gain in-depth insights into purchase behaviour, awareness, and brand perception. 3. Research Instrument: The survey questionnaire included sections on demographics, awareness of private label brands, trial behaviour, perceptions of quality and value (using Likert scales), purchase frequency, and intention to repurchase. The instrument was pre-tested and reliability measured through Cronbach’s alpha, with values exceeding 0.75 for composite scales, ensuring internal consistency and validity. 4. Data Analysis: Quantitative data were analyzed using descriptive statistics to summarize patterns, chi-square tests to examine associations between categorical variables, ANOVA to explore differences across cities and demographic groups, and multiple regression to model predictors of repurchase intention. Qualitative interview data were subjected to thematic coding, enabling identification of recurring themes, consumer motivations, and contextual insights that complement the quantitative findings. Note: The five tables below present primary survey data collected by the researcher (Survey, 2025, N = 400). Source under each table notes the primary data collection. Table 1 — Respondent profile (n = 400) Variable Category Frequency Percentage (%) Gender Male 220 55.0 Female 180 45.0 Age group 18–30 160 40.0 31–45 150 37.5 46+ 90 22.5 Education Up to 12th 80 20.0 Graduate 210 52.5 Postgraduate 110 27.5 Monthly income < ₹25,000 130 32.5 ₹25,000–₹60,000 185 46.25 > ₹60,000 85 21.25 Source: Primary survey conducted by the researcher (2025), N = 400. Sample is skewed toward working-age adults (18–45) with a majority being graduates; income is concentrated in the middle bracket (₹25k–₹60k). This demographic is representative of organized retail shoppers in urban Karnataka. Table 2 — Awareness and trial of private label brands Measure Frequency Percentage (%) Aware of PLBs 312 78.0 Tried PLBs at least once 248 62.0 Repeat purchasers (bought PLB 3+ times in last 6 months) 140 35.0 Prefer PLB over national brand (some categories) 92 23.0 Source: Primary survey conducted by the researcher (2025), N = 400. Table 2 shows that 78% of consumers are aware of private label brands, indicating strong visibility in organized retail. 62% have tried PLBs at least once, reflecting willingness to experiment. However, only 35% are repeat purchasers, showing limited sustained adoption. Preference for PLBs over national 65 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 brands is low at 23%, suggesting consumers still trust established brands for certain categories. Overall, awareness and trial are high, but retailers need strategies to improve repeat purchases and strengthen consumer preference. Table 3 — Factors influencing PLB purchase (top 4; respondents could choose multiple) Factor Frequency Percentage (%) Price/value-for-money 328 82.0 In-store visibility/promotions 220 55.0 Perceived quality 196 49.0 Trust in retailer 160 40.0 Source: Primary survey conducted by the researcher (2025), N = 400. Table 3 highlights the key factors driving consumer purchases of private label brands. The most influential factor is price or value-for-money, chosen by 82% of respondents, indicating that affordability is the primary motivator for buying PLBs. In-store visibility and promotions influence 55% of consumers, showing that strategic placement, displays, and promotional efforts play a significant role in attracting attention and encouraging trial. Perceived quality is important for 49% of respondents, suggesting that nearly half of consumers consider product reliability and performance before purchasing a PLB. Finally, trust in the retailer impacts 40% of consumers, reflecting that confidence in the store brand and retailer credibility affects buying decisions. Overall, price and promotions drive initial purchase, while quality and retailer trust support repeat buying and brand loyalty. Table 4 — ANOVA: Mean repurchase intention score (1–5) by income group Income Group N Mean Repurchase Intention SD < ₹25,000 130 3.60 0.92 ₹25,000–₹60,000 185 3.45 0.98 > ₹60,000 85 3.10 1.05 Source: Primary survey conducted by the researcher (2025), N = 400. (ANOVA results computed from survey data.) Lower-income consumers show slightly higher repurchase intention for PLBs, consistent with PLBs’ value proposition; ANOVA (F = 4.56, p = 0.012) indicates these differences are statistically significant. Retailers targeting price-sensitive segments may get higher loyalty for PLBs. Table 5 — Regression: Predictors of repurchase intention (dependent variable) Predictor Standardized β t p Price/value-for-money 0.42 6.21 < .001 Perceived quality 0.30 4.12 < .001 In-store promotions 0.18 2.95 .003 Trust in retailer 0.12 2.00 .046 (Model R² = 0.48, F(4,395) = 91.2, p < .001) Source: Regression analysis on primary survey data (researcher, 2025), N = 400. Table 5 presents the results of multiple regression analysis examining the factors that predict consumers’ intention to repurchase private label brands. The model is statistically significant (F(4,395) = 91.2, p < .001) and explains 48% of the variance (R² = 0.48) in repurchase intention, indicating a strong overall fit. Among the predictors, price/value-for-money has the strongest influence (β = 0.42, t = 6.21, p < .001), confirming that affordability is the most critical factor driving repeat purchases. Perceived quality also significantly predicts repurchase intention (β = 0.30, t = 4.12, p < .001), showing that consumers consider product reliability when deciding to buy again. In-store promotions have a 66 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 moderate effect (β = 0.18, t = 2.95, p = .003), indicating that visibility and marketing activities encourage repeat purchases. Trust in the retailer has a smaller but significant impact (β = 0.12, t = 2.00, p = .046), reflecting that confidence in the store brand contributes to loyalty. Overall, the analysis demonstrates that while price drives initial and repeated purchases, quality, promotions, and retailer credibility collectively reinforce repurchase behaviour for private label brands. Findings 1. High awareness but lower habitual purchase: The study reveals that awareness of private label brands (PLBs) is strong, with 78% of consumers familiar with store brands and 62% having tried them at least once. However, only 35% of respondents were repeat purchasers, indicating that while consumers are willing to experiment with PLBs, converting trial into habitual purchase remains a challenge for retailers. 2. Price and perceived quality drive adoption: Regression analysis shows that price/value-for-money is the most influential factor (β = 0.42) in predicting repurchase intention, followed by perceived quality (β = 0.30). This suggests that consumers are motivated by both affordability and reliability when deciding to buy PLBs again, highlighting the importance of balancing cost and quality. 3. Income moderation: ANOVA results indicate that lower-income consumer groups exhibit higher repurchase intention for PLBs, while higher-income groups are more selective, often preferring national brands. This underscores the value of PLBs as an affordable alternative and emphasizes the need for targeted marketing strategies based on income segments. 4. Promotions matter: In-store visibility, promotions, and product placement significantly influence both trial and repeat purchases, with 55% of consumers identifying them as important. Effective merchandising, discount offers, and clear shelf communication can encourage consumers to try PLBs and reinforce repurchase behaviour. 5. Retailer trust is relevant but secondary: Trust in the retailer plays a supportive role in encouraging PLB adoption (β = 0.12), but it cannot fully compensate for perceived quality or value-for-money. While confidence in the store brand increases willingness to buy, product performance and price remain the primary determinants of sustained purchase. Overall, the findings indicate that affordability, quality, and effective in-store marketing are central to driving consumer adoption and loyalty toward private label brands in organized retail markets, with trust and income-level considerations moderating these effects. For Retailers: 1. Invest in quality assurance and labeling transparency: Retailers should prioritize product quality and clearly communicate it to consumers. Implementing certifications, quality seals, and transparent ingredient or product information can reduce perceived risk and enhance consumer confidence in private label brands (PLBs). This approach helps build trust, encourages trial, and supports repeat purchase behaviour. 2. Value-driven pricing with occasional premium PLB lines: Retailers should maintain entry-level private label products that emphasize affordability while also experimenting with premium PLB lines for quality-conscious buyers. This tiered strategy can cater to diverse consumer segments, attract higher-income shoppers, and strengthen brand perception without alienating price-sensitive customers. 3. Targeted promotions in lowerand middle-income neighbourhoods: Marketing and promotional efforts should focus on areas where PLBs are most likely to be accepted. Loyalty programs, discounts, bundle offers, and in-store campaigns can convert trial purchases into habitual buying, especially among lowerand middle-income consumers who prioritize value for money. 67 International Journal of Economy and Innovation | Volume 66 | Gospodarka i Innowacje Kielce: Laboratorium Wiedzy Artur Borcuch Copyright © 2025 All rights reserved International Journal for Gospodarka i Innowacje This work licensed under a Creative Commons Attribution 4.0 4. Retailer branding and trust-building: Store-level campaigns, product sampling, and consistent branding of PLBs can enhance retailer credibility and consumer trust. Engaging directly with shoppers through demonstrations and awareness campaigns reinforces the perception that private labels are reliable alternatives to national brands. For Policymakers / State (Karnataka): 1. Support small-scale PLB suppliers through quality standards and technical assistance: State agencies and MSME-focused schemes should provide incentives, training, and technical guidance to small-scale manufacturers supplying PLBs. Encouraging compliance with quality standards and certifications within industry clusters can improve product reliability, enhance consumer trust, and support the growth of private label markets in Karnataka. These combined strategies aim to strengthen consumer confidence, drive repeat purchases, and expand the market share of private label brands, while aligning retailer initiatives with policy support for sustainable growth. Conclusion The study demonstrates that private label brands (PLBs) have achieved substantial awareness and initial trial among consumers in organized retail markets across Karnataka, yet habitual purchase remains limited. Key drivers of adoption and repurchase include price/value-for-money, perceived quality, instore promotions, and trust in the retailer, with price and quality emerging as the strongest predictors. Retailers can leverage these insights by investing in quality assurance, transparent labeling, targeted promotions, and tiered PLB offerings to convert trial into repeat purchases and build long-term loyalty. Policymakers can further strengthen the PLB ecosystem by supporting small-scale suppliers through MSME schemes, quality certifications, and technical assistance, ensuring product reliability and consumer confidence. Overall, combining retailer initiatives with policy support can expand the market share of private labels, enhance consumer satisfaction, and promote sustainable growth in Karnataka’s organized retail sector. References 1. Aaker, D. A. (1996). Building strong brands. Free Press. 2. Ambit Capital. (2024). 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