Determinants of Consumer Purchase Decision in Select Private Label Product Categories in India – An Indication from North Karnataka

The paper observes and explains the important determinants which the consumers consider while making a purchase decision in select private label products category (PLPs) in North Karnataka. For this study, data was collected from 1680 respondents who considered the purchase of PLPs for their individual and home use, through structured questionnaire developed from the evidence from the earlier studies. Analysis of the data involved the use of Kendall’s W which revealed that for most of the PLPs in Fast Moving Consumer Goods (FMCG), the purchase decision was made mainly on price and offers followed by the content and advertisement (in store). Demographic factors with social influence were also found to play an influential role in making the purchase decision by the consumers