Figure 1 – uploaded by Dr Kirti Punia

Figure 1 The above table shows that, Indian youth prefer to look on the prices of the apparel first. The Very next factor comes as quality offered by retailers and varieties in brands. Rating which both factors shares are 4.35 and 4.34 respectively Another important factor which influences young generation that they are dynamic in nature & with little income used to look for the exciting retail sales offers, easy exchange and return facilities and inside store promotions etc. According to the above table, exchange facilities, easy availability and store promotions shares approximately same ratings. If all factors work as by consumer expectation than they can wait for the product or can get it from some other store, as they want it to be available easily. Rating for product availability is 4.24. All the factors shares almost equal rating out of 5. It clearly concludes that, private label has impactful image in consumers mind. 4 rating out of 5 is considered to be good enough to analyze and data above clarifies it that, young Indians consumer buy more of PLBs and are happy to get their apparel in every sense. This table shows arrangement of highest average rating to lowest average rating in simplified and clear image of ratings. In next step we show the graphical representation of this table. Graphical representation of average ratings of different factors plays role in acceptance of PLBs.

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B. Preference of the respondents about purchase of the private label brand As per above table 5.2.1, this tabulated values clearly shows that how much private labels are purchased by the consumers with 70%. 22.5% are not interested in Private label brands because they prefer manufacturer brand. Rest 7.5% customers are those who neither purchase PL nor purchase MB. These respondents are those who purchase apparels from either local markets or street bazaar. Street bazaar buyers also purchase PLBs sometimes, if they have to choose brand between MB & PLB. Then these consumers go for Private labels first.

As per the above table 70% respondents said store brands are as good as manufacturer brand because they are in favor of purchasing PL. 22.5% respondents say manufacturer brand are more good than PLBs. Same 7.5% don’t have any idea. It shows that people who purchase PLBs thinks that their purchase is as good as MBs. They don’t have any confusion in comparable quality and in other attributes of PLBs. They purchase because they like their brand. From the above result it makes a clear picture of private labels that these brands share high percentage in goodness also.

Only those respondents make plan before shopping who go for manufacturer brand & they stand with 22.5%. Generally Private Label brand users & those don’t have any ideas doesn’t make any plan for particular brand, color, merchandize etc before shopping and they are 77.5% in total. And bifurcated ratio for No and can’t say is 70% & 7.5% respectively. This means that a few people are out of 100 who like to buy with planning & they are those who stick to a particular brand or type and are of matured age. Youth generation mostly don’t make plans before shopping because they love variations and go with change in fashion.

E. Have you seen advertisement of PLB As we know advertisement plays great role everywhere in marketing. Advertisement is that good source which serves mass in a single time. In the above table respondents who seen the advertisement is 65% as highest and who don’t seen the advertisement is in 22.5% followed with lowest percentage of 12.5% who can’t say anything. This data shows that people who are aware regarding what is happening in their surrounding likes to know about each and everything which makes them updated. And it is good, to get more knowledge about different brands.

From the above table, it is clear that advertisement has impact on the buyers. They tried the same product which has been advertised and seen by them. They are 67.5% respondents purchase the same product which they have seen in the advertisement. 12.5% say that they don’t tried the same product & with same ratio 12.5% say they purchase it sometimes, if they liked it. These sometimes buyers are those who purchase manufacturer brands or either other brands.

From the above table it is clear that frequency of shopping PLBs is increasing year over years. 72.5% respondents say yes for increasing frequency of their shopping of private label brands. Only 20% respondents say no to increasing frequency of their shopping of PLBs. Though some shoppers has been increased from last 5 years as percentage of respondents increased of PLBs even they are shoppers of MBs at the same time. And very small percentage of 7.5% respondents is not aware about PLBs. This table shows that most of the people who see advertisement of PLBs convert them in as consumer with same product which is shows good impact of advertisement.

From the above table, we find that different ranks are given by the respondents who buy private label. Ranks are given by them are those which shows, they prefer more private labels as they give higher ranks to these brands. Then these respondents who like to buy private label gives lower ranks to the manufacturer brands followed with other brands. Consumers, who like private label don’t like to buy manufacturer brand because they are satisfied with PLBs which is clear from the above tabulated data.

The above table represents that the manufacturer buyers give higher ranks to the manufacturer brands and lower ranks to the private label brands and other brands. Manufacturer brand buyers give 1 rank and 2 ranks to their brands and also gives rank 3 for private labels which shows average ranking to these brands. This means that manufacturer and other buyers also have average view for private labels which goes into favor of PLBs. It represents that they like sometimes if they don’t have options in their own brands or are in search for something new.

In the above table, consumer who likes shopping for other brands or local apparels gives rank 1 and 2 for their choices but als« Zives some equal preferences with rank 3 and 2 private label and manufacturer brands. It clearly shows that they don’t have idea ‘egarding branding. But if asked to them their second choice, they usually go for low pricing brands whether it is manufacture rand or private label brand. The appropriate test here is the Kruskal-Wallis test. We have three separate groups of participants -ach of whom gives us a single score on a rating scale. Ratings are examples of an ordinal scale of measurement, and so the dat: ure not suitable for a parametric test. The Kruskal-Wallis test will tell us if the differences between the groups are so large tha hey are unlikely to have occurred by chance. Here are the data:

Figure 1 – uploaded by Dr Kirti Punia

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