private vs manufacture brand sucession

8/6/2019 Private vs Manufacture Brand Sucession

1/63

PROJECT OF CONSUMER BEHAVIOUR

A Report on

PRIVATE LABEL BRAND VS NATIONAL BRAND

For

CUSTOMER PREFRENCES

Submitted to the

Department of Marketing

Pursuing MBA

Post graduate in Marketing & Sales

Under the Guidance ofDr. Shashi singhal

by

RUPESH KANCHARLAWAR

BATCH-10-12

AMITY-JAIPUR

1 Error! No text of specified style in document. | AMITY UNIVERSITYRAJASTHAN


2/63


AMITY UNIVERSITY RAJASTHAN

DECLARATION

I, the undersigned, hereby declare that this project report entitled

Study on private label brands v/s National brands has been

written and submitted under the guidance ofDr. Shashi singhal

and is my original work.

I understand that detection of any copying is liable to be punished

in any way

Date : RUPESH KANCHARLAWAR



3/63


AMITY UNIVRSITY RAJASTHAN

CERTIFICATE

This is to certify that the project work entitled ' Study on Private label

brands vs National brands' has been carried out under my guidance by

Rupesh kancharlawar in partial fulfilment of his Post Graduate in

Management during the academic year 2010 - 2012.

DATE: Dr. Shashi singhal

(Faculty of Marketing )



4/63


TABLE OF CONTENTS

S/NO. INDEX PAGE

NO.

1 Title page 1

2 For Authentication letter 2-3

3 Acknowledgement 6

4 Introduction 7

5 Literature review 10

6 Research methodology 18

7 Data analysis 22

8 Interpretation & findings 29

9 Calculation 44

10 Limitation &recommendation

53

11 Summary & conclusion 55

12 Bibliography 57



5/63


13 References 59

14



6/63


ACKNOWLEDGEMENT

First and foremost, I would like to thank the Almighty God for helping me to

Complete this project successfully. I would also like to thank ABS. and AUR for

giving me this opportunity and also for their generous support.

I would like to express my heartfelt gratitude to my guide, Dr. Shashi Singhal

, DEPARTMENT OF MARKETING IN AMITY for her tremendous help and

encouragement with my project. I also thank Mr. Himanshu vyas, international

business faculty-AUR. I am highly indebted to both of them for their invaluable

advice and intellectual guidance throughout my project. During the entire period of

the study, they were always available to show the right direction and advice in spite

their heavy and hectic work schedule

I am highly indebted to all those who offered their tireless support during

the course of the project and grateful to everybodys contribution and collaboration



7/63


RUPESH KANCHARLAWAR

MBA(10-12)

INTRODUCTION:



8/63


Growth of organized retail chain in India has also led to growth of private label brands

in India. Indian economy has seen average growth rate of 6.8 percent since 1994,putting purchasing power in the hands of customer. Though initial growth of private

label brands in India has been limited to certain categories like grocery and apparel, it

is expected to expand into many other categories as well. The CSO estimated the

economic growth of India for the last quarter of 2005-2006 to be 9.3 percent,

marginally below 9.9 percent registered for China in the same period. For the same,

given scope for high growth, management consultancy A. T. Kearney has placed India

on top of its Global Retail Development Index in 2006. Currently, organized retail inIndia is estimated to have only 3 percent share. In the total retail market, it is expected

to grow at 25-30 percent. Thus, with the growth of organized retail in India, the

private label brands are also expected to grow as experienced in other developed

countries. The growth of private label brands in India presents an interesting



9/63


opportunity for the retailer to understand the motivations of consumers behind choice

of private label brands.

Meaning of Private Label Brands:

A private-label product is a manufactured good that a retailer purchases from a

supplier, with the intention of renaming, repackaging and selling it under the

distributor s own brand name. Depending on the agreement between a manufacturer

and a retailer, the manufacturer sometimes handles the packaging and labeling for the

retailer for an additional charge. Otherwise, the retailer is responsible for the process

of dressing up the product as its own. Thus, it can be said that Brands owned not by amanufacturer or producer but by a retailer or supplier who gets its goods made by a

contract manufacturer under its own label are called private label brands.

Manufacturers use either their own name, that of a middleman, or a combination of

both when they are marketing their products

MOTIVATION:One day my lecturer friends Himanshu

Mohobia, me and Himanshu Vyas discussed on this topic in

general manner since that time to this time one thing was

rotate in my mind. And my mind said that you have to go for

this fortunately Dr.Shashi Singhal came in class and gave this

topic to me for Project this was coincidence



10/63




11/63


LITERATURE REVIEW:

1.Consumer choice/preferences:

is a theory of microeconomics that relates preferences to consumer demand curves. The link

between personal preferences, consumption, and the demand curve is one of the most

complex relations in economics. Implicitly, economists assume that anything purchased will

be consumed, unless the purchase is for a productive activity.

Preferences are the desires by each individual for the consumption of goods and services, and

ultimately translate into employment choices based on abilities and the use of the income

from employment for purchases of goods and services to be combined with the consumer's

time to define consumption activities.



12/63


Consumption is separated from production, logically, because two different consumers are

involved. In the first case consumption is by the primary individual; in the second case, a

producer might make something that he would not consume himself. Therefore, different

motivations and abilities are involved.

The models that make up consumer theory are used to represent prospectively observable

demand patterns for an individual buyer on the hypothesis of constrained optimization.

Prominent variables used to explain the rate at which the good is purchased (demanded) are

the price per unit of that good, prices of related goods, and wealth of the consumer.

The fundamental theorem of demand states that the rate of consumption falls as the price of

the good rises. This is called the substitution effect. Clearly if one does not have enough

money to pay the price then they cannot buy any of that item. As prices rise, consumers will

substitute away from higher priced goods and services, choosing less costly alternatives.

Subsequently, as the wealth of the individual rises, demand increases, shifting the demand

curve higher at all rates of consumption. This is called the income effect. As wealth rises,

consumers will substitute away from less costly inferior goods and services, choosing higher

priced alternatives.

2 Customer satisfaction: a term frequently used in marketing, is a measure of how products

and services supplied by a company meet or surpass customer expectation. Customer

satisfaction is defined as the number of customers, or percentage of total customers, whose

reported experience with a firm, its products, or its services (ratings) exceeds specified

satisfaction goals.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of

business strategy.

Within organizations, customer satisfaction ratings can have powerful effects. They focus

employees on the importance of fulfilling customers expectations. Furthermore, when these

ratings dip, they warn of problems that can affect sales and profitability. These metrics



13/63


quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective.

Therefore, it is essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and representive measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their product or service has

met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When

customers have high expectations and the reality falls short, they will be disappointed and

will likely rate their experience as less than satisfying. For this reason, a luxury resort, for

example, might receive a lower satisfaction rating than a budget moteleven though its

facilities and service would be deemed superior in absolute terms.

The importance of customer satisfaction diminishes when a firm has increased bargaining

power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an

industry that is an oligopoly, where only a few suppliers of a certain product or service exist.

As such, many cell phone plan contracts have a lot of fine print with provisions that they

would never get away if there were, say, a hundred cell phone plan providers, because

customer satisfaction would be way too low, and customers would easily have the option of

leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits of customer

satisfaction for firms.

3. Product attribute: Product attributes, also called dynamic attributes, are customer-facing,

configurable characteristics of a product or its components. For example, you sell a product

in three colours. As part of creating this product, you would define an attribute called Colour

and assign it the three colours. As part of purchasing the product, customers would choose

one of the colours.

Components of a product are not attributes. For example, you sell a desktop computer.

Customers can select one of several types of CD-ROMs when configuring this product.

Having a CD-ROM is a characteristic of this product, but the CD-ROMs are components, not

attributes.



14/63


Product attributes and product features are similar concepts. They both describe

characteristics of the product that are of interest to customers. However, feature definitions

do not create configurability. For example, you could define a feature: "Comes in three

colours, red, green, and blue." This feature definition can be displayed to the user as a

message only. It does not create the mechanism for choosing the colour. To create that, you

must define a product attribute and assign it the values red, green, and blue.

A product attribute has two parts: the name of the attribute and the value of the attribute. For

example, you could define an attribute with the name Colour and the values red, green, or

blue. The allowable values for an attribute are called the attribute domain. In a configuration

session, the user can select only one value for an attribute.

You can define attributes directly in the administration interface. You do not need to create

database table extensions or new field definitions in Siebel Tools.

Attributes are implemented in a way that allows users to select the desired attribute value

when they configure the product. For example, when a user creates a quote, the Colour

attribute displays in the interface, and the user can select the desired value.

Classes are the way you organize and administer product attributes. The key to understanding

classes is inheritance. Attributes defined at the class level are automatically inherited by all

the class members. When you assign a product to a class, it automatically inherits all the

attributes defined for that class. Classes let you define what attributes are maintained for

products, propagate those attributes to the products, and maintain those attributes in a

consistent fashion.

You can define attributes at the class or subclass level. You cannot define an attribute at the

product level. At the product level, users can only select the attribute's value.

4. rice system: a means of organizing economic activity. It does this primarily by

coordinating the decisions of consumers, producers, and owners of productive resources.

Millions of economic agents who have no direct communication with each other are led by

the price system to supply each others wants. In a modern economy the price system enables

a consumer to buy a product he has never previously purchased, produced by a firm of whose



15/63


existence he is unaware, which is operating with funds partially obtained from his own

savings.

Prices are an expression of the consensus on the values of different things, and every society

that permits exchanges between people has prices. Because prices are expressed in terms of a

widely acceptable commodity, they permit a ready comparison of the comparative values of

various commoditiesif shoes are $15 per pair and bread 30 cents per loaf, a pair of shoes is

worth 50 loaves of bread. The price of anything is its value in exchange for a commodity of

wide acceptability: the price of an automobile may be some 50 ounces of gold or 25 pieces of

paper currency.

A system of prices exists because individual prices are related to each other. If, for example,

copper rods cost 40 cents a pound and the process of drawing a rod into wire costs 25 cents a

pound, then it will be profitable to produce wire from a copper rod if its price exceeds 65

cents. Conversely, it will be unprofitable to produce wire if its price falls below 65 cents.

Competition will hold the price of wire about 25 cents per pound above that of rods. A

variety of such economic forces tie the entire structure of prices together.

The system of prices can be arranged to reward or penalize any kind of activity. Society

discourages the production of electric shoestring-tying machines by the simple expedient of

making such a machines attainable selling price less than the prices of the resources

necessary to produce it. Society stimulates people of great athletic promise to learn golf

(rather than polo or cricket) by awarding significant prizes (= prices) to tournament winners.

The air in many cities is dirty because no one is charged a price for polluting it and no one

can pay a price for having it cleaned.

5.What is PSS?

Product Service Systems, put simply, are when a firm offers a mix of both products and

services, in comparison to the traditional focus on products. As defined by (van Halen, te

Riele, Goedkoop) "a marketable set of products and services capable of jointly fulfilling a

user's needs". PSSes can be realized by smart products.

The initial move to PSS was largely motivated by the need on the part of traditionally

oriented manufacturing firms to cope with changing market forces and the recognition that



16/63


services in combination with products could provide higher profits than products alone.Faced

with shrinking markets and increased commoditization of their products, these firms saw

service provision as a new path towards profits and growth

While not all product service systems result in the reduction of material consumption, they

are more widely being recognized as an important part of a firm's environmental strategy. In

fact, some researchers have redefined PSS as necessarily including improved environmental

improvement. For example,(Mont)defines PSS as a "a system of products, services,

supporting networks, and infrastructure that is designed to be competitive, satisfy customers'

needs, and have a lower environmental impact than traditional business models" Mont

elaborates her definition as follows: A PSS is pre-designed system of products, service,

supporting infrastructures, and necessary networks that is a so-called dematerializedsolution

to consumer preferences and needs. It has also been defined as a "self-learning" system, one

of whose goals is continual improvement.

This view of PSS is similar to other concepts commonly seen in the environmental

management literature, such as "dematerialization" and "servicizing."

Types of PSS

There are various issues in the nomenclature of the discussion of PSS, not least that services

are products, and need material products in order to support delivery, however, it has been a

major focus of research for several years. The research has focussed on a PSS as system

comprising tangibles (the products) and intangibles (the services) in combination for

fulfilling specific customer needs. The research has shown that manufacturing firms are more

amenable to producing "results", rather than solely products as specific artefacts, and that

Consumers are more amenable to consuming such results. This research has identified three

classes of PSS.

Product Oriented PSS

This is a PSS where ownership of the tangible product is transferred to the consumer, but

additional services, such as maintenance contracts, are provided.

Use Oriented PSS



17/63


This is a PSS where ownership of the tangible product is retained by the service provider,

who sells the functions of the product, via modified distribution and payment systems, such

as sharing, pooling, and leasing.

Result Oriented PSS

This is a PSS where products are replaced by services, such as, for example, voicemail

replacing answering machines.

6.Store Promotion

Promoting merchandise may often be achieved by special arrangements with a

manufacturer or a wholesaler. Often new merchandise will be offered at low introductory

prices and the manufacturer or wholesaler will provide the retailer with special

informative displays of the product as well as offer special rewards to the consumer.

Many times a manufacturer will not offer displays but you will want to promote certain

merchandise nevertheless. Basic ways through which you may create your own in-store

promotions are:

window displays

special in-store displays

signs and posters

personal selling efforts

Retail Displays

Both in-house displays of merchandise and advertising displays should be:

attention getting in coloration and layout

informative in regard to the product

either a direct or subtle sales pitch to convince the customer that he or she needs

the product

informative of price, especially if it is a 'special price'

Both display advertising and in-house displays often do well to feature a number of

related products, some of which may or may not be on sale.

Past studies in advertising have shown that a person's eye is generally attracted to the

centre of a display, then off to the right of centre and lastly reaches the edge of the



18/63


display. It is therefore good practice to place a featured item, which may be on sale, at

the centre of the display and another product for which you most wish to generate sales,

to the immediate right of the featured item. Other related products may be placed

outward from around the centre of the display.

When creating a display, it is important to tie-in merchandise lines with one another

wherever possible. In this way, customers who are in the market for a specific product

are also exposed to many related products and accessories which they will often buy.

Such tie-in displays also create a more organized appearance of your store and will

make products easier to find. For example, a person looking for toothpaste might be

more likely to buy a toothbrush, dental floss, or mouthwash if those products are in

close proximity to the toothpaste.

Tie-in displays also help to generate impulse buying. Quite often an advertised or 'sale'

product will draw people into the store who will buy not only the advertised product but

will also buy, on impulse, other unadvertised merchandise. Sales are often helpful to

impulse buying since, when people feel they are getting a good bargain, they are often

likely to reciprocate by purchasing other merchandise from you with money saved from

the sale.



19/63


RESEARCH METHODOLOGY:

Research methodology is a way to systematically solve the research problem,

formulating a hypothesis, collecting the facts or data, analyzing the fact and reaching

certain conclusion either in the form of solutions towards the concerned problems.

Thus methodology not only talks about the research methods but also consider the

logic behind the method we use behind the context of our research study.



20/63


Defining the research problem

Approach

Research design

Qualitative quantitative

Descriptive sampling

Collection of data through structured questionnaire

Analysis of data

Interpretation and report writing



21/63


RESEARCH DESIGN:

Its divided into two parts

1. Qualitative

2. Quantitative

1. Qualitative: we also called it as exploratory research. it is divided in to three

parts

1. Group discussion

2. Depth interview

3. Protective techniques

I have not used this method because it usually helps in problem

identifying research. But our research is different than this and main thing when

I had taken the depth interview that time I had spend more time on every

customer and paid some money for this

2. Quantitative: I have used this because i know problem what it is because of

that i have selected this method for my project. Why? It is problem solving

method

Title: A Study on private label brands v/s national brands OR consumer

preference towards the private label brand

Primary objective:

To understand the possibility of success when retailers introduce private

brands.

Secondary objectives:



22/63


To explore if buying choices are made based on brand loyalty.

To analyze whether customers actively seek for new brands or strict to old

brands.

Sampling Plan:

Target Population: Individuals between the age group of 18 to 37 years

will be chosen as the target population. The people under this age group

who are frequent visitors and shoppers

Sampling Procedure: The sampling procedure using here is simple

random sampling. Simple random sampling means each sample in the

population has equal chance to be picked up for the study.

Sample Size: A sample of 100 customers can be taken in order to carry the

study.

Sample Elements: The sample elements will consist of people who visit

and shop from Retail store

Data Collection:Data is the information which will be collected from various sources. It

concerns

with gather accurate information about the problem.

Data collection mode: Two methods can be used to collect the relevant data,

which are essential for the study.

Primary Data: Data will be collected to obtain desired information

through structured questionnaire.

Secondary Data: Data is collected through books, magazines, newspapers

and internetetc



23/63


DATA ANALYSIS:



24/63


INDUSTRY & COMPANY PROFILES:

The retail scenario is one of the fastest growing industries in India over the last

Couple of years. The Indian retail industry is the third largest in the world.

Comprising of organized and unorganized sectors, though initially, the retail

Industry in India was mostly unorganized consists of small and medium grocery

Store, medicine stores, Subzi Mandi, kirana stores, paan shops etc. however with

The change of tastes and preferences of the consumers, the industry is getting more

Popular these days and getting organized as well. More than 90% of retailing in

India fall into the unorganized sector, the organized sector is largely concentrated

in big cities. Organized retail in India is expected to grow 25-30 per cent yearly

And is expected to increase from Rs35, 000crore in 2004-05 to Rs109, 000 crore

($24 billion) by 2010.

Retail formats in India:

Format Description The Value Proposition

Branded Exclusive showrooms either owned or Complete range available



25/63


Stores Franchised out by a manufacturer.

for a given brand, certified

product quality

Specialty

Stores

Focus on a specific consumer need,

carry

most

of the brands available

Greater choice to the

consumer,

comparison between

brands

is possible

Department

Stores

Large stores having a wide variety of

products,

organized into different departments

such

as

clothing, house wares, furniture,

appliances,

toys, etc.

One stop shop catering to

varied/

Supermarkets Extremely large self-service retail

outlets

One stop shop catering to

varied

consumer needs

Discount

Stores

Exclusive showrooms either owned or

franchised out by a manufacturer

Low Prices



26/63


Hypermarket Focus on a specific consumer need,

carry

most

of the brands available

Low prices, vast choice

available

including services such as

cafeterias

Convenience

Stores

Large stores having a wide variety of

products,

organized into different departments

such

as

clothing, house wares, furniture,

appliances,

toys, etc.

Convenient location and

extended

Operating hours

Shopping

Malls

Extremely large self-service retail

outlets

Variety of shops available

to each other.

Major Retailers in India

Future Group: Pantaloon is one of the biggest retailers in India with more than

450 stores across the country. Headquartered in Mumbai, it has more than 5

million sq. ft retail space located across the country. It's growing at an enviable

pace and is expected to reach 30 million sq. ft by the year 2010.

Brief view of Big Bazaars Products and its own brands:



27/63


Fashion Dept Food Bazaar GM-Home Gm-fashion

Denims & T-shirts

AFL, DJ & C

Staples PURE &

FRESH

Utensils Depot

Fabrics & Cut pieces

AFL

Fruits & Vegetables Furniture Luggage

Carriers

Formal wear

KNIGHTHOOD

Ready to cookTT Electronics

KORYO, SENSUI

Casual wear

DJ & C

Non food CM

Party wear

NYX

Species

Ethnic wear

SPUNK

Live kitchen

Accessories

RIA RITU

Under garments

SHYLA

Night wear

SHYLA

Dress material

RIA RITU



28/63


Saree SHRISTHI

Tata Group: Tata group is another major player in Indian retail industry with its

subsidiary Trent, which operates Westside and Star India Bazaar. Established in

1998, it also acquired the largest book and music retailer in India Landmark in

2005. Trent owns over 4 lakh sq. ft retail space across the country.

RPG Group: RPG Group is one of the earlier entrants in the Indian retail market,

when it came into food & grocery retailing in 1996 with its retail Food worldstores. Later it also opened the pharmacy and beauty care outlets Health & Glow .

14

Reliance: Reliance is one of the biggest players in Indian retail industry. More

than 300 Reliance Fresh stores and Reliance Mart are quite popular in the Indian

retail market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV Birla Group: AV Birla Group has a strong presence in Indian apparel

retailing. The brands like Louis Phillipe, Allen Solly, Van Heusen, and PeterEngland are quite popular. It's also investing in other segments of retail. It will

invest Rs. 8000-9000 crores by 2010.

MAIN POINTS:

1.PREFRENCES: So many people are prefer to go mall .i will show this data in

interpretation and calculation. Retail store focused on consumer preferences. what

they want from us? They identified their needs by varius tech. Like test marketing . do

you know test marketing? Test marketing is that marketing whenever product will

come in market that time this tech. Usually applied for chequing the test and

preferences of customer towards that product. Test marketing is devided into three

parts



29/63


1.standard test marketing

2.controlled test marketing

3.stimulie test marketing

I would like to talk about big bazaar.they applied stimuli test marketing for iddentifie

their customers preferences. Shoppers stop is using somewhat standatrd and stimuli.

2.SATISFACTION: now a days so many retailers doing mass merchandising because

of that people attracting towards them. They Got diffrent kind of experiences like

a. Promotion: They are using bellow structure for promotion in their store

window displays

special in-store displays

signs and posters

personal selling efforts

BIG BAZAR: there are two views

1.they are using all of above definetly with their private label brand

2.they are providing good service for product as like personal selling and post sell

service like result oriented services, product oriented services Because of their

customer satisfaction level is high

.

A.PRODUCT ATTRIBUTE: They are Appling test marketing before launch the

product because of that they have identified the need what they want from our

product they are changing their product attribute as per customer need



30/63


B.PRIICE: They put their price bellow national label brand product because of that

they were thinking about that they put their price bellow price than national label

brand is it good by quality.they proved that there were not any kind of quality

lacking in their product.

C.SERVICE: They are giving 2 very fantastic services after post sale these are given

bellow:

1. Product oriented:This is all about maintenance of product after sale services .I mean

to said that about warranty. They did not breach their warranty.

2. Result oriented: This all about replacement of product after sale service. I mean to

said about guarranty. They followed their rules and regulation up to date for guarantee

because of satisfaction level private label product is increases day by day. I have giventhis data in interpretation and finding

D.DISCOUNT: They have not given much discount on their product because their

price is already very low comparison to national label brand. This is not affecting to

the customer mind. National brand product has given more discount percentage ontheir product than private label brand but our price elasticity of demand is said that

there is not increase the demand by this.



31/63


E.PROMOTION: They have given offer as like

1. Buy 2 get 3

2. 25% extra on 75 gram

3. Buy 1 pen get 1 shampoo free

4. Buy 1 get 50% discount on other

5. For 2 get 20% off & for 3 get 30% off

Because of this promotion strategy they attracted towards their product

AV BIRLA, FUTURE GROUP, RELAINCE, RPG GROUP ARE APPLINGABOVE STRATEGY UP TO DATE IN THEIR RETAIL SHOP

INTERPRITATION & FINDINGS:



32/63


QUESTIONNAIRE

1. Name:

2. Gender:

3. Age:

4. Occupation:

5. If in corporate, Designation:



33/63


6. Do you prefer to go the retail store?

1. Yes 2. No

7. If yes, how much time you usually go to retail store

in month?

8. In which store?

1.Big bazaar

2.Reliance fresh

3. HUL

4.Shopper stop

5.other

9. Are you using any private retails own brand product?

----------------------------------------------------------------------------

10. If yes, whats that product name?

---------------------------------------------------

11. What is the difference role of this product with

national manufacturer product?



34/63


35/63


3. Service

4. Discount

5. Promotion



36/63


6. Do you prefer to go the retail store?



37/63


7. If yes, how much time you usually go to retail store

in month?

12. How do you fill with this product?



38/63


13. How much do you like the below facts of private

label brand?

1. Product Attribute



39/63


2. Price

3. Service



40/63


41/63


5. Promotion



42/63


CALCULATION:



43/63


1. Prefrence to go retail store:

NULL HYPOTHESIS: There is no difference in gender forpreference to go retail store

ATERNATIVE HYPOTHESIS: There is difference in gender for

preference to go retail store

Preference to go retail

store

Preference to dont go

retail store

Tot

al

Male 40 15 55

Fema

le

35 10 45

total 75 25 100

Now we get,

Observati

on

Expect

ed

O-E (O-

E)

(O-

E)/E

40 41.25 -

1.2

5

1.56 0.03



44/63


35 33.75 1.2

5

1.56 0.04

15 13.75 1.2

5

1.56 0.11

10 11.25 -

1.2

5

1.56 0.13

=0.31(0.005)=3.84,we got =.31 it is less than table value

because of that we have proved our null hypothesis

2. Frequency to go retail store:

NULL HYPOTHESIS: There is no difference in gender for

frequency to go retail store

ALTERNATIVE HYPOTHESIS: There is difference in gender for

frequency to go retail store

1 to

2

3 to

4

5 to

6

>

6

Tot

alMale 14 11 7 7 39

Fema

le

16 9 8 8 41

Total 30 0 15 1 80



45/63


5

Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)/E

14 14.62 -

0.6

2

0.38

40

0.026

16 15.37 0.63

0.3960

0.025

11 9.75 1.2

5

1.56

00

0.160

9 10.25 -

1.2

5

1.56

00

0.152

7 7.31 -

0.3

1

0.09

61

0.0131

8 7.68 0.3 0.10 0.013



46/63


2 24

7 7.31 -0.3

1

0.0961

0.0134

8 7.68 0.3

2

0.10

24

0.013

0.4155

(0.005)=3.84,we got =.4155 it is less than table value


3.satisfaction towards private label product


satisfaction towards private label product


satisfaction towards private label product

Satisfi

ed

Neutr

al

dissatisfi

ed

Tot

al

Male 26 5 9 40

Fema

le

21 6 8 35

total 47 11 17 75



47/63


Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)/E

26 25.06 0.9

4

.

883

6

.03500

21 21.93 -

0.9

3

.

864

9

.03900

5 5.86 -

0.8

6

.

739

6

.12600

6 5.13 0.8

7

.

756

9

.14700

9 9.06 -

0.0

6

.

003

6

.0039

8 7.93 0.0

7

.

004

9

.0061

0.348





48/63


4.product attribute

NULL HYPOTHESIS: There is no difference in between gender

for product attribute

ALTERNATIVE HYPOTHESIS: There is difference in between

gender for product attribute

Favour

ed

Neutr

al

Unfavour

ed

Tot

al

Male 26 5 10 41

Fema

le

21 5 8 34

total 47 10 18 75

Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)/E

6 25.69 0.3

1

.

096

1

.0037

21 21.30 -

0.3

.

090

.0042



49/63


0 0

5 5.46 -0.4

6

.211

6

.0387

5 4.53 0.4

7

.

220

9

.0487

10 9.84 0.16

.025

6

.0026

8 8.16 -

0.1

6

.

025

6

.0031

.101



5. Price

NULL HYPOTHESI: There is no difference in gender for price



50/63



price

Favo

ur

Neutr

al

Unfavour

ed

Tot

al

Male 28 5 9 12

Fema

le

22 4 7 33

total 50 9 16 75

Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)/E

28 28 0 0 0

22 22 0 0 0

5 5.04 -

0.0

4

0.00

16

0.0003

1

4 3.96 0.0 0.00 0.0004



51/63


4 16 0

9 8.96 0.04

0.0016

0.00017

7 7.04 -

0.0

4

0.00

16

0.0002

2

0.0011

0



6. Service

NULL HYPOTHESIS: There is no difference in gender for services


services

Favour

ed

Neutr

al

Unfavour

ed

tot

al

Male 25 6 9 40

Fema

le

20 4 11 35

total 45 10 20 75



52/63


Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)

25 24 1 1 .0410

20 21 -1 1 .0476

6 5.33 .67 0.4489

.0892

4 4.66 -

0.6

6

.

3960

.0849

9 10.66 -

1.66

2.75

56

.2584

11 9.33 1.6

7

2.75

56

.2959

.817



7. Discount



53/63


NULL HYPOTHESIS: There is no difference in gender for discount

ALTERNATIVE HYPOTHESIS; There is difference in gender for

discount

Favour

ed

Neutr

al

Unfavour

ed

Tot

al

Male 25 6 9 40

Fema

le

20 4 11 35

Total 45 10 20 75

Now we get,

Observati

on

Expect

ed

(O-

E)

(O-

E)

(O-

E)/E

25 24 1 1 .0416

20 21 -1 1 .0476

6 5.33 .66 .396 .0742

4 4.66 -

0.6

6

.396 .0849

9 10.66 - 2.75 .2584



54/63


1.6

6

5

11 9.33 1.6

6

2.75

5

.2952

.8019



8. Promotion


promotion


promotion

Favour

ed

Neutr

al

Unfavour

ed

Tot

al

Male 25 5 8 38

Fema

le

20 7 10 7

total 45 12 18 75

Now we get,

Observati Expect (O- (O- (O-



55/63


on ed E) E) E)/E

25 22.8 2.20

4.8400

.212

20 22.2 -

2.2

0

4.84

00

.218

5 6.08 -

1.08

1.16

84

.191

7 5.92 1.0

8

1.16

64

.917

8 9.12 -

1.1

2

1.25

44

.137

10 8.88 1.1

2

1.25

44

.141

1.096



56/63


LIMITATION & RECOMMENDATION:



57/63


Limitation:

1. It was language problem in Jaipur with me (Rajasthani)

2. It is only about Jaipur not for others

3. I have not explained other countries customer preference

regarding to private label brand

4. Field survey barriers in the form of unknown area

Recommendation:

1. Whenever want to go for field work that time choose local

area people for destroyed the language barriers and also for

unknown area

2. It should not only keep narrow it must be broad by

secondary data if lack of time

3. You will make good & experienced group for collection of

foreign consumer preferences



58/63


Summary & conclusion:



59/63


60/63




61/63


BIBILOGRAPHY:

[email protected]

www.formhandlerservlet.htm

www.PriceElasticityof Demand.htm

www.ieeexplore.ieee.org

www.ebscohost.com

www.wikipedia.org



62/63


www.encyclopidia.org

www.google.co.in

REFRENCES:

Anderson, E. T., E. Cho, B. Harlam, and D. I. Simester (2009), What Affects

Price and Price

Cue Elasticities? Evidence from a Field Experiment," working paper.

Anderson, E. T. and D. I. Simester (2010), Price stickiness and customer

antagonism," Quarterly

Journal of Economics, 125 (2), 729{765.



63/63


Angrist, J., G. Imbens, and D. Rubin (1996), identification of causal effects

using instrumental

Variables," Journal of the American Statistical Association, 91 (434),

444{455.

Bai, J. and P. Perron (1998), Estimating and testing linear models with

multiple structural

changes," Econometrical, 66 (1), 47{78.

Bai, J. and P. Perron (2003), Computation and analysis of multiple

structural change models,"

Journal of Applied Econometrics, 18 (1), 1{22.

Bell, D., J. Chiang, and V. Padmanabhan (1999), \The decomposition of

promotional response:

An empirical generalization," Marketing Science, 18 (4), 504{526.

Besanko, D., J.-P. Duble, and S. Gupta (2005), \Own-Brand and Cross-

Brand Retail Pass-

Through," Marketing Science, 24 (1), 123{137.

Bettman, J. (1974), \Relationship of information-processing attitude

structures to private brand

Purchasing behaviour." Journal of Applied Psychology, 59 (1), 79{83.

private vs manufacture brand sucession

Documents