Consumer perceptions and attitude towards own label brands being sold by Modern Retail chains: Special focus on Metro Cash & CarryConsumer perceptions and attitude towards own label brands being sold by Modern Retail chains: Special focus on Metro Cash & Carry

Abstract

The project is based upon modern retailing trends and techniques with special focus on consumer perceptions and its effects on their buying behavior especially of private labels. The chosen retail outlet is metro cash n carry along with other smaller retail outlets in Islamabad. Private labels are an emerging trend in many countries of the world. Although previously viewed as low in quality, private labels by established and well reputed retail outlets are of good quality as compared to their branded counterparts and are lower in price. Price is an important factor that affects consumer buying behavior and buying decision along with quality of the product. Since private labels are emerging as high quality products with a lower price, they are going to give their branded counterparts a run for their money. In Pakistan, the concept of modern retailing is comparatively new. Although many super markets and retail outlets are now springing up everywhere. But none are comparable to International giants like Tesco, Wal-mart etc. More recently, Metro Cash and Carry has broken into the retail business in Pakistan and is a trend setter in that it is the only retail outlet that deals with bulk-purchase customers. It is operating on a huge scale and is turning around retailing trends in Pakistan.