The Demographic Analysis of Private Label Consumer Durable Consumers in India

Objectives: The private label brands, are the products which are exclusively available in retail chains and are slowly becoming popular and promising in India. This study contemplates three key demographic variables and the outcome of these on customer reactions to PLB Loyalty are assessed, the antecedents for brand loyalty are price, perceived quality, brand association, store image and a mediating variable customer satisfaction is used for assessing the consumer’s perception. Method/Statistical Analysis: The research uses three demographic variables and its outcome on customer reactions relating to the attitude on brand loyalty of private label brands. The demographic variables used in our study are age, household income and occupation. Findings: The findings reveal that perceived quality is one of the important predictors for brand loyalty of the Private label consumer durables. The results also reveal that older adults of above 55 years with an household income of Rs.1,00,000 -Rs.1,50,000/month and are professionals and entrepreneurs by occupation are loyal to PL brands of consumer durables. These results will help the retailers to focus on their marketing efforts on other segments through social media -facebook, mail advertisements and in house promotions. Improvements and Applications: This research helps us how the demographic variables like household Income, Age and Occupation has an effect on antecedents of Brand Loyalty of PL consumer durables. This research will have numerous managerial benefits to retailers and this article may appeal conceptually for academicians.