After the government’s decision to allow foreign direct investment (FDI) in the retail sector, attention has been focused on this sector. This is a red signal for the organised and unorganised players in India as the weapon of private label will be a game changer in the near future. Private labels are not new to the Indian consumers as most of the Indian giants have equipped their stores with it. Private labels in food and grocery have been successful in the Indian market and brands in many more categories have come into the world’s largest consumer market. Private label studies have investigated grocery products, food products and routine consumables like dairy products and staples.
The main objective of the research is to find out the role of psychological factors in purchase behaviour with reference to private label apparels. It further investigates the reliability and validity of the scale designed to measure the psychological factor responsible for private label apparel purchase behaviour.
After review of literature, focus group and expert discussions were conducted to identify psychological factors and their influence on private label brand purchase behaviour. A total of 9 psychological factors were derived after the preliminary study and were included in the questionnaire. The questionnaire was designed using five-point Likert scale and survey was carried out in different organised apparel retail stores in Ahmedabad, Gujarat.
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