Journal of Agricultural Economics and Development Vol. 2(10), pp. 384-387, December 2013 ISSN 2327-3151 ©2013 Academe Research Journals

Full Length Research Paper

 “Understanding the scope of private labels”: A case of the organised agri-food retail business

Sudip Kundu¹*, Sougata Banerjee² and Gopal Das³

¹NSHM Knowledge Campus, Kolkata, West Bengal, India.

²National Institute of Fashion Technology, Kolkata, West Bengal, India.

³International Management Institute, Kolkata, West Bengal, India.

*Corresponding author. E-mail: sudipkundu1905@gmail.com. Tel: 9830643008.

Accepted 3 December, 2013

Abstract

The case viewpoint is to draw attention to credible attributes or propositions and to evaluate the comparative analysis of the organised agri-food retail chains in India. There is a need to explore the possibilities of marketing private labels in agri-food retail business and consumer acceptability. The research problem tries to highlight a distinct formulation as to why purchase of private brands in the agri-food segment is not highlighted. There is need to study the consumer perception relating to purchase of agri-food private labels. This study tries to create the importance of agri-food retailing in the Indian context followed by the significance of loyalty and repurchase on it.

Key words: Agri-food retail business, private label, supermarkets, unorganised retail market, FDI in retail.