This study focuses on producers that are manufacturing for the international markets and examines their perceptions and attitude toward private labels and overseas retailers, as well as their actual behaviour in terms of their branding strategy. | A study of the performance of private label brands and other brands analytical approach International Journal of Management IJM Volume 8 Issue 5 Sep Oct 2017 pp. 116 125 Article ID IJM_08_05_013 Available online at http ijm JType IJM amp VType 8 amp IType 5 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication A STUDY OF THE PERFORMANCE OF PRIVATE LABEL BRANDS AND OTHER BRANDS ANALYTICAL APPROACH Pritam Chattopadhyay Research Scholar Amity University Uttar Pradesh India Dr. Ruchi Jain Assistant Professor Amity School of Business AUUP India ABSTRACT The swift globalization of manufacturers as well as of retailers has unfastened new trade related chances and unusual ways of coping with private labels and their perceptible influence on producer seller relationships. For example brand cannibalization may be of less concern when the product is manufactured for an overseas private label of different market retailers. Likewise when a retailer sets up a production agreement for its private label with an overseas producer this can mitigate the conflict with the national brand manufacturer. This study focuses on producers that are manufacturing for the international markets and examines their perceptions and attitude toward private labels and overseas retailers as well as their actual behaviour in terms of their branding strategy. Distributors and mainly retailers can benefit from this study by gaining an understanding of overseas producers attitudes toward their private labels and learn when it is more advisable and more beneficial to both sides to manufacture private labels. In addition retailers can learn when overseas agreements are preferable to local contracts with domestic manufacturers. Private label brands are those which developed by retailers and available for sale only from that retailers. These are available in many industries now-a-days. Since the Private
