Consumer Behavior and Private Brand Marketing in the Pune Electronics

India's electronics retail sector has transformed significantly over the past decade due to urbanization, rising incomes, and changing consumer lifestyles. Private label brands have emerged as strong competitors to national and international brands, influencing purchasing decisions and brand perceptions.This study examines consumer behavior in Pune, a rapidly growing urban market with a diverse population and expanding retail infrastructure. It analyzes how factors such as pricing, promotions, product quality, availability, and marketing strategies shape consumer acceptance of private label electronic brands.The findings highlight the growing preference for private labels as value-for-money alternatives and the role of effective marketing in reshaping brand loyalty within India's electronics retail market.

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Dr. Dhananjay T. Mandlik is an academic leader with over two decades of experience in management education. He serves as Director at Sinhgad Institute of Business Administration and Research, Pune, and is a recognized Ph.D. guide, researcher, author, and academic administrator with strong focus on leadership and research development.