CHAPTER: 1
INTRODUCTION
In modern years consumer goods markets, and often bought categories in products were clearly showing the increasing presence of private label products. Personal or own label products were defined as consumer products produced by retailer itself and sold under the retailers’ own name, logo or trade mark throughout their own outlets.
Most often private label brands were manufactured by retailer itself by putting any name or private log on that products. Retail products mostly reduce the cost of production because manufacturer or producers usually do not need to spend heavily amount on that products even private label brands were less advertised.
Private or own-label brands enable the manufacturers to achieve the economies of scale in producing or distribution of the products and utilization of more capacity. However, it appears that most own-label suppliers were small regional players not unintentionally playing on the major manufacturers’ field (Hoch, 1996).
Past research examined circumstances which craft it nice-looking for a store brand to be introduced to exacting product categories (Hoch et al 1993; Sethuraman and Dhar, 1995).

Raju et al. (1999) classified three conditions below which a store brand raises a retailer's categories earnings. First, if the cross price compassion amongst the national brands was low down. Second, if the cross price compassion among the national brand and the store brands was high. Third, if the category has a big number of national brands. Category share was also been studied as a performance assess for store brands. Hoch et al come acrossed that the category split of store brands was to be expected to be lower when there exist a larger number of national brand manufacturers, or when advertising expenditures per manufacturer was far above the ground. Though research study conclusion also proposed