Introduction
A private label brand refers to a brand sponsored by a specific dealer, retailer, or merchant as opposed from a brand bearing the name of a producer or manufacturer. Private labels are developed to compete with branded goods by offering cheaper prices and more features than the national brands. With the tough economic times and most commodities becoming expensive, consumers continue to shrink their budget. Statistics show that most consumers are turning to store brands as an alternative to national brands. Perrey and Spillecke (34) asserts that store brands brought in about $90 billion of revenue last year in the U.S. presenting about ...