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Abstract
Indian retail sector is witnessing a transformation from traditional retailing to modem retailing formats with many leading industries entering into the business of malls and branded outlets. Due to drastic changes in consumer behaviour, shopping in India has been experiencing a revolution and the whole format of shopping also is changing. Most of the retailers are pushing their private label brands along with national brands as the way consumers shopping has been changing as a result of consumers’ exposure to wealth of information available to them before making final purchase decision. The significance of this research primarily aims to investigate perception and purchasing intentions of consumers towards the private label brands and their behaviour for food and beverages category in Pune region. In order to have systematic way of analysing the data, the researcher has used exploratory research. The primary data is collected through structured questionnaire by contacting the consumers at the organized retail outlets. The findings of the research study clearly indicates the significance of price & quality as an important variables influencing customers’ perception and purchase intention of private label brands specifically in Food and Beverages category