Branding in Organized Retailing: A Customer Perspective

This book is an outcome of my thesis on a comparative study of customer buying behaviour of private label brands and national brands in organized retailing conducted in Delhi and National Capital Region (NCR) between years 2012-2016 in India.The book is composed of seven chapters in total. First four chapters are theoretical in nature. Chapter 5 is purely related to analysis of the data collected and analyzed and remaining chapters are the concluding ones discussing on findings interpretation limitations and recommendations of the research outcome.