Retailing is growing and is one of the main reasons for the development of the economies throughout the world. The important reason for the overabundance and flourishing retail market is a considerable contribution of private labels. This paper tries to trace the evolution and growth of private labels over the years, with its focus on consumer's perception about attitude towards private label brands, private label purchase, satisfaction with purchase and private label loyalty. A mall- intercept survey was conducted to test the hypotheses. The results suggest that customers have a positive attitude towards PLB.

Keywords: Retailing, Private Label Brands, PLB purchase, Attitude towards PLB.