General Principles of Intellectual Property: Concepts of Intellectual Proper...
Reserch project report
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2. Selective Attention: Consumers have a heightened awareness of the stimuli that meet their need or interest and an owner awareness of stimuli irrelevant to needs.
3. Perceptual Defense: consumers subconsciously screen out stimuli that are important to for them not to see even though exposure has already taken place. Thus threatening or otherwise damaging stimuli are less to be consciously perceived than are neutral stimuli at the same level of exposure.
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5. The consumer is looking for certain benefits from the product solution.
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7. Employment opportunities both direct and indirect have been increased. Farmers get better prices for their products though improvement of value added food chain.
8. A large young working population with median age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging opportunities in the service sector are going to be the key growth drivers of the organized retail sector in India.
9. It has also contributed to large scale investments in the real estate sector with major national and global players investing in devolving the infrastructure and construction of the retailing business.
10. The trends that are driving the growth of the retail sector in India are low share of organized retailing and falling real estate prices.
13. The governments of states like Delhi and National Capital Region (NCR) are very upbeat about permitting the use of land for commercial development thus increase the availability of land for retail space.
14. The growth of sachet revolution emerges for reaching to the bottom of the pyramid.
17. It can become one of the largest industries in terms of numbers of employees and establishments.
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19. Organized retailing in India is yet to get an industry status.100% Foreign Direct Investment (FDI) is not permitted in retailing in India. Ownership of retail chain is allowed only to the extent of 49% but without FDI, the sector is deprived of access to foreign technologies and faster growth.
20. Lack of uniform tax system for organized retailing is also one of the obstacles. Inadequate infrastructure is likely to be an obstacle in the growth of organized retails.
21. The unorganized sector has dominance over the organized sector in India because of low investment needs.
22. Labour rules and regulation are also not followed in the organized retails. The sector is unable to employ retail staff on contract basis.
23. Problem of car parking in urban areas is serious concern.
27. Retail today has changed from selling a product or a service to selling a hope, an aspiration and above all an experience that a consumer would like to repeat.
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29. Division of labour, specialization, developing competition and innovation lead to economic growth.
30. Liberalization of trade and cross border mergers and joint ventures has also driving forces.
31. A significant size in the organized retail and is expected to grow from 3% to50% in the coming year.
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33. Private labelers have more control over pricing and are able to advantageously display their own brands for maximum impact. For example, a grocery store can quickly reduce the price of its own PLB in order to meet or beat a competitor's price. Or the grocery store can create a special point-of-purchase advertising display and/or give its brand predominant shelf space in order to boost sales.
34. PLBs are usually priced lower than comparable manufacturers' brands and therefore appeal to bargain-conscious consumers.
35. Potential to increase store loyalty, chain profitability, control over shelf space, bargaining power over manufacturers.
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37. What are the factors that affect the perception of the customer?
40. Most of the respondents are of 18-25 and 25-40 age group. It shows that young people have much interested in purchasing in comparison with older one.
41. 50% of the respondents perceive PLBs to be goods that are outsourced from other companies (mainly local) and sold under the retailer’s name while 50 % of the respondents perceive PLBs to be goods which are manufactured by retailers selling them.
42. As the result shows that 70% know about the private label and 30 % know something about the private label. So we can say that people have much awareness about the private label.
43. If we compare both it can be concludes that respondents have much more faith on the quality of manufacturing brands rather than private brands.
44. According to the graph it can be depicted that there is no huge difference in the price relevancy in manufacturing brands and private brands. People have faith on the price of the product but when we compare both we find that customer trust more on manufacturing brand’s price.
45. According to the graph it can be said that customers more focus on quality and service and least focus on price.
46. For private label the customer’s main focus on trust in brand and advertising and least focus on packaging and sales promotion. For manufacturing brands customer more focus on trust in brand and advertising and price charged and sales promotion. When we compare both we find that advertisement attract customers equally for private label and manufacturing brands.
47. For private brand in-store promotion and television are the most effective and pamphlet and billboard are least effective. For manufacturing brand television, internet and in store brands are most effective and pamphlet and billboard are least effective. When we compare both we find out that private label apply, to the some extent, similar type of marketing techniques.
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49. An analysis of perception and satisfaction with PLBs can furthermore help retailers in developing stronger store/PLBs and in increasing their presence and acceptance in the market.
50. The findings of the present study provide important insights to all private label manufactures in India to increase their foothold and successfully compete in the Indian retail market.
51. A difference in pricing is desired and companies needs to fine tune and concentrate more on their supply chain and logistics to bring down costs associated with various products which they can pass on to customers in the form of reduced prices in turn leading to increase in customer satisfaction and acceptance of PLBs.CONCLUSION<br /> In conclusion it can be said that if private label manufacturers can consistently provide value to customers on factors rated high by customers and even if it is low on status symbol, there is a high possibility for them to establish these brands as acceptable in the minds of customers and to improve customers’ perception regarding the same. Though this perception may not be as high as a branded product enjoys but it could still become high enough for retailers to increase the sales of these brands and thereby raise their profit margin considerably.<br />Customers are now ready to accept the private label brands besides the manufacturing brands. Customers are now quality and service oriented.<br />BIBILIOGRAPHY<br />Books<br />C.R. Kothari - Research Methodology –Methods and Techniques (second revised edition 2009) <br />Dr. S.L. Gupta and Sumitra Pal - Consumer Behavior (2002) <br />Websites <br />http://www.heritage-coffee.com/PrivateLabelvs.NationalBrands.htm<br />http://www.myarticlearchive.com/articles/9/173.htm<br />www.efqm.org/en/PdfResources/Customer%20Perception.pdf<br />http://wps.aw.com/aw_carltonper_modernio_4/21/5566/1424975.cw/content/index.html<br />http://www.tetonsands.org/docs/PrivateLabel.pdf<br />www.researchersworld.com/vol2/PAPER_15.pdf<br /> http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/2008-02-04Abhishek.pdf<br />http://ebookbrowse.com/aithal-rajesh-an-exploratory-study-on-the-emergence-of-private-labels-in-the-india-pdf-d47433607<br />ANNEXURE<br />Questionnaire<br />NAME:GENDER:<br />OCCUPATION:Location:<br />Q.1. Do you know about the Private labels?<br />a) Yes b) Little bitc) No<br />Q.2. What do you think about Private label?<br />a) Out sourced from other companies (mainly Local)<br />b) Manufactured by retailers which sell them<br />Q.3. Which age groups do you belong?<br />a) 18-25b) 25-40c) 40-55d) 55 & above<br />Q.4. Which income Group do you belong? (Monthly income)<br />a) 5000-10000b) 10000-20000 c) 20000-30000d) 30000 & above<br />Q.5. which one of these do you prefer for purchasing product?<br />a) Private labelsb) Manufacturing Brands<br />Q.6. Which type of Customer you are?<br />a) Regularb) Seasonalc) Occasional<br />Direction to Q.7-12: You have to give rating according to you as given below:<br />1-Poor2-Fair3-Good4-Very Good5-Exellent<br />Q.7. What do you think about the Quality of good?<br />a) Manufacturing Brand 1.2.3.4.5.<br />b) Private Label1.2.3.4.5<br />Q.8. What do you think about price relevancy with the product?<br />a) Manufacturing Brand 1.2.3.4.5.<br />b) Private Label1.2.3.4.5<br />Q.9. When you want to purchase a product. Which one have great chances to incline towards the product?<br />a) Brand Name1.2.3.4.5.<br />b) Price1.2.3.4.5.<br />c) Quality1.2.3.4.5.<br />d) Past experience 1.2.3.4.5.<br />e) Service 1.2.3.4.5.<br />Q.10. How much chances of these factors influencing in purchasing of product? <br />Private Label<br />a) Perceived Quality 1.2.3.4.5.<br />b) Price charged1.2.3.4.5.<br />c) Trust in brand1.2.3.4.5.<br />d) Packaging 1.2.3.4.5.<br />e) Availability of Alternatives1.2.3.4.5.<br />f) Sales promotion1.2.3.4.5.<br />g) Advertising1.2.3.4.5.<br />Manufacturing Brand<br />a) Perceived Quality 1.2.3.4.5.<br />b) Price charged1.2.3.4.5.<br />c) Trust in brand1.2.3.4.5.<br />d) Packaging 1.2.3.4.5.<br />e) Availability of Alternatives1.2.3.4.5.<br />f) Sales promotion1.2.3.4.5.<br />g) Advertising1.2.3.4.5.<br /> <br />Q.11. which one of these is effective marketing techniques? <br />Private Label<br />a) Pamphlet1.2.3.4.5.<br />b) Billboard1.2.3.4.5.<br />c) Word of mouth1.2.3.4.5.<br />d) Television1.2.3.4.5.<br />e) Newspaper 1.2.3.4.5.<br />f) Magazines1.2.3.4.5.<br />g) Internet1.2.3.4.5.<br />h) In-store Promotion.1.2.3.4.5.<br />Manufacturing Brand<br />a) Pamphlet1.2.3.4.5.<br />b) Billboard1.2.3.4.5.<br />c) Word of mouth1.2.3.4.5.<br />d) Television 1.2.3.4.5.<br />e) Newspaper 1.2.3.4.5.<br />f) Magazines1.2.3.4.5.<br />g) Internet1.2.3.4.5.<br />h) In-store Promotion.1.2.3.4.5.<br />Q.12. who influence you more for purchasing product?<br />Private Label<br />a) Friends1.2.3.4.5.<br />b) Family1.2.3.4.5.<br />c) Sales personnel1.2.3.4.5.<br />d) Store atmospherics1.2.3.4.5.<br />e) Past experience 1.2.3.4.5.<br />f) Sales promotion1.2.3.4.5.<br />g) Advertising1.2.3.4.5.<br />Manufacturing Brand<br />a) Friends1.2.3.4.5.<br />b) Family1.2.3.4.5.<br />c) Sales personnel1.2.3.4.5.<br />d) Store atmospherics 1.2.3.4.5.<br />e) Past experience 1.2.3.4.5.<br />f) Sales promotion1.2.3.4.5.<br />g) Advertising1.2.3.4.5. <br />