Customer Dissatisfaction and Intention to Complain in Case of Private Label Brands (PLB’s)

Abstract

Despite the fact that India is one of the world's least established modern retail markets, private label retail has a long history and holds a lot of promise for the future. Furthermore, this section has reached a critical juncture. Private label growth in a country is likely to increase when market share reaches a 5 percent -8 percent range, according to lessons learned from European countries. In this range, Indian private label penetration is well-placed. In this juncture, this paper focuses on element of customer dissatisfaction on private label brands for understanding the intention to complain, which happens generally to normal brands in the market. To study the focal point A total of 544 functional questionnaires from a potential 571 respondents were collected, with a response rate of 86 percent. The results of the study reveals that private label brands ae not involved with complaints from customers, even when customers were dissatisfied towards the product. And on other side annual income, age of the respondents exhibiting different approach to complain regarding private brands. And finally the paper focused on the limitations and implications of the study.