Demographic Determinants of Consumer Preference for Private Label Brands: A Multi-Generational Analysis

Abstract

Private label brands (PLBs), or store brands, have gained significant power in both developed and emerging markets. In India, evolving consumer behavior and modern retail growth have increased interest in PLBs. This study examines the demographic and generational factors influencing consumer preferences toward PLBs in Karnataka's urban retail context. A quantitative survey of 400 respondents, stratified across Baby Boomers, Generation X, Millennials, and Generation Z, was conducted using a validated Likert-scale instrument. Statistical analyses including chi-square tests, one-way ANOVA, and multiple regression were employed. Results show that income, education, age, and generational cohort significantly affect PLB adoption, while gender does not. Younger, educated, and middle-income consumers—particularly Millennials and Generation Z—exhibit the highest engagement. These cohorts are influenced by digital literacy, price sensitivity, and evolving brand perceptions. The findings underscore the need for generationally tailored retail strategies. This study contributes to the growing body of knowledge on PLB marketing in emerging economies and offers practical insights for retail brand managers seeking to position PLBs for maximum impact among diverse consumer segments.