As National brands are dominated by PLB’s it is significant to know what determines consumers to buy them especially in FMCG and Grocery. It is essential to find out what makes consumers satisfy to buy PLB’s or do they expect anything more is to be explored the study examines the important factors that encourage Indian consumers to purchase Private Label Brands (PLB’s). Consumer purchasing behaviour is driven by a variety of determinant factors, and the purpose of this study is to identify the primary determinants that influence consumer purchasing decisions while purchasing FMCG and Grocery PLB’s. As most of the research is not done in identifying consumers determinants to buy PLB’s this study helps us to bridge the gap in understanding the determinants of consumers buying patterns towards PLB’s of FMCG and Grocery. The study's findings reveal that Price, Quality, Risk, Store Image, Familiarity, Attitude and consumer Self-Perception are crucial psychological features, with income and age having a substantial impact on their purchase. Based on the findings, PLB merchants were advised to create an effective market entry plan in the Indian organised Retail

Private Labels, Store Brands, Consumer PurchaseDecision, Psychographic Variables, Demographic Variables, Store Loyalty