978-620-2-67542-0

Branding in Organized Retailing: A Customer Perspective

Brand Recognition by Customers

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Summary:

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.

Author:

Nishith Mishra

Biographie:

A PhD in Management (Private Label Brands) from Bharati Vidyapeeth (Deemed to be University), Pune, Dr. Nishith Mishra is presently working as an assistant professor in Marketing at Bharati Vidyapeeth’s Institute of Management and Research, New Delhi (India). His research interest includes private labels, retail marketing & services marketing.

Number of Pages:

168

Book language:

English

Published On:

2020-07-02

ISBN:

978-620-2-67542-0

Publishing House:

LAP LAMBERT Academic Publishing

Keywords:

national brands, Private Label Brands, Retail Marketing, Organized Retailing

Product category:

BUSINESS & ECONOMICS / Marketing / General