The up scaling growth of economy not only bring changes to our environment but also have an impact on cost of living. So people become conscious about the price and quality of the product before they buy and many go for the offers and promotions made by E-Commerce sites which gives a tough competition to local retail stores also. Here the private label brands also start to capture the market share in each segment such that they are cost efficient and acts as alternative to national brands. This

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... paper will explore the customer perception of PLB in Salem and focuses on factors such as price, quality, value, packing, store loyalty and identifies the benefits and difference between the PLB and national brands. The study was made in and aroundSalem (from April –May 2018), Tamilnaduwith the sample size of 100 with a well-structured questionnaire. Data werecollected and statistical tools like percentage analysis, weighted average analysed were used