. His areas of research include studies on buying behaviour at the point of purchase. His interest in this area largely stems from his experience as a corporate executive and consultant with the retail industry. This paper formed part of his work towards a greater understanding of the mindset of distinct segments in a multicultural buying cohort when making purchasing decisions in the store.Mr. Malay Joshi is a lecturer in marketing in the School of Hospitality, Tourism and Marketing, Faculty of Business and Law at Victoria University, Melbourne. AUSTRALIAN RETAILERS NEED TO ENGAGE WITH PRIVATE LABELS TO ACHIEVE COMPETITIVE DIFFERENCE AbstractPrivate label growth in Australia has not kept pace with the growth in private labels elsewhere. This research paper establishes that the odds of a consumer being highly pleased with a store label product when they are supportive of the quality of private labels, is more than the odds of the consumer being highly satisfied when purchasing private label products simply because they are priced significantly lower than manufacturer brands. It would therefore be useful for Australian retailers to increase investment in private label programs including changing their customers' attitudes to the quality of private labels if they are to stay competitive.
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