Journal article Open Access

Experimental Investigation of Cannibalisation by Introducing a Global Brand Abreast Existing Indian Store Brand

H. R. Ganesha; P. S. Aithal; P. Kirubadevi

Globalization of consumer brands and liberalization of the Indian retail sectors are enabling
consumers to conveniently purchase their aspirational Global brands. India being one of the fastdeveloping
countries with world’s second largest population and the majority of the retail market
being serviced by unorganized retailers, many Global consumer brands are trying to penetrate
into the Indian retail market through various routes viz, exclusive branded outlets, franchising
and licensing. Ever since the penetration of Global consumer brands have started, the majority
of Indian retailers’ and consumers’ perspective towards their own private/store brands is
expected to have changed. This change in perspective has put the majority of retailers in India
into a quandary and they think that this is surely leading to cannibalization and thereto impacting
the store profitability along with losing out their market share slowly to Global brands. In this
research, authors have carried out an experiment by introducing a reputed Global apparel brand
abreast an existing Indian store apparel brand/private label to investigate; (a) proof, (b) pattern,
(c) magnitude, (d) significance, and (e) impact of cannibalization and transpired the outcomes of
this experimentation into suggestions to enable brick-and-mortar retailers to design appropriate
brand mix strategies

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