Vol. 2, Issue 4, Part E (2016)

Abstract
Private labels are becoming a preferred choice of many consumers over manufacturer brands. Private labels are slowly establishing themselves in the market because of price-sensitive consumers who are wary of wasting money on manufacturer brands. Private labels are also gaining acceptance among many consumers who perceive to receive the same or sometimes superior quality and performance from private labels than from manufacturer brands. The paper discusses the roles of private labels in the market, different characteristics of private labels, threats posed by private labels for manufacturer brands, and the strategies which manufacturer brands might adopt to compete against private labels.