Factors Affecting the Performance of Private Label Brands in Indian Online Market: an Assessment of Reliability and Validity

Private label brands are capturing the Indian Market day by day. Both consumers and retailers are taking these brands hand by hand because of the various benefits associated with it. Private label brands are representing their strong presence in online as well as offline markets. In India online private label brands are in the very beginning phase and there is a lot of potential for research in this area. This article is a pilot study and with the objective of preparing a theoretical model and to understand how these variables are related to each other. For this purpose, a pool of items has been collected from the available literature. The responses collected from 100 respondents with a structured questionnaire. The researcher has used exploratory factor analysis to study four main factors have been extracted from factor analysis. Based on the extracted factors a model for the study is being prepared.