With many international, national and regional players trying to tap the market, retail is one of the most dynamic, fast paced upcoming sectors in India. One of the routes to succeed in retail business is to focus on own brands/store brands/Private Label brands (PLs), as the financials of retail firms are very sensitive to margins on the brands they sell. Further, PLs also offer retailers greater control over the supply chain, negotiating margins with National Brands (NBs) manufacturers or companies; opportunity to launch customized and innovative products. Hence, they build a platform for store loyalty and increase footfalls. As managing PLs is quite a critical function, they are to be managed professionally. This paper focuses on determining and comparing the customers' attitude towards NBs and PLs with respect to different attributes in two major cities of Gujarat. Further, it also discusses the preference pattern of respondents for PLs in different categories of products.

Global retail sales crossed US$12 tn in 2007. Almost reflecting the growth in the world economy, the global retail sales grew strongly during the previous five years (2002-07) at an average nominal growth of about 8% per annum in terms of dollars (Planet Retail Database). In the developed economies, organized retail is in the range of 75-80% of the total retail, whereas in the developing economies, the unorganized sector dominates the retail business (www.scribd.com/doc/29311391).

The Indian retail market, which is the fifth largest retail destination globally, has been ranked the second most attractive emerging market for investment after Vietnam in the retail sector (AT Kearney's Annual Global Retail Development Index, 2007). Hence, retailers as well as manufacturers can tap the opportunity in an upward trend, and the sector can contribute to the economic development of the country. The current (2009) estimated trend of $450 bn, is expected to touch $833 by 2013 and $1.3 tn by 2018. The organized retail sector which is currently estimated to be at $63 bn (14% of the total) will however, grow much faster at 40% to reach $90 bn by 2010 (www.scribd.com/Rishikesh). The overall Indian retail market is growing at 30%; the annual rate of growth for the organized sector is going to be at around 40%. The organized retail market is growing at the rate of 40% and is anticipated to grow at a faster pace over the next three years, especially in view of the fact that major global players and Indian corporate houses are entering the fray in a big way. The current growth rate is expected to touch $90 bn by 2010 (http://economictimes. indiatimes.com/news). In 2009, the retail sector accounted for 12% of the country's GDP and is likely to reach 22% by 2010. It employs around 9% of its workforce, and is well on its way to become a boom sector of the economy (Indian Retail Research, 2009).

According to FICCI Earnest & Young, the Indian organized retail sector accounts for only 5% in the country. And it is expected to contribute 15.5% by 2016 (Investment Commission of India).

Marketing Management Journal, Private Label Brands, Global Retail Sales, Planet Retail Database, Indian Retail Market, Economic Development, Indian Corporate Houses, Grocery Products, Consumer Evaluations, Risk Perception, Customer Perception, Stratified Random Sampling Method, Ddata Collection Tool, Consumer Durable Products.