Consumer Perception and Satisfaction on Private Labelling: FMCG Products
Author : Tapur Deb and Vishal Paul
Abstract :
This study examines consumer perception and satisfaction with private-label Fast-Moving Consumer Goods (FMCG) products, focusing on a developing market like India. It examines how socio-demographic factors like income, education, and age influence purchasing decisions and the barriers of trust and perceived quality. The research ensures representation across diverse groups by using stratified sampling, combining web-based and in-person surveys with qualitative methods such as focus groups and interviews. A conclusion, gaps were found between national brands and private-label ones pertaining to quality, variety, brand loyalty, and future private-label growth opportunities regarding marketing innovation, pricing, and higher customer experience. By understanding the Indian market environment in depth, this article gives insights into actionable propositions by which retailers can be led toward optimizing their private labels for better market penetrations in India.
Keywords :
Consumer perception, Fast-moving consumer goods, socio-demographic factors, customer experience, private-label.
