As the competition is becoming high, to sustain in the market the retailers are working on new marketing strategies, most of the retailers adopted one such strategy are private branding. In the recent years the retail organization strategies decision are private label brand and many retailers have introduced varieties of Private label brand in different categories like apparel, food and grocery, health care, personal care, consumer durables, lifestyle etc. It gives tough competition to the national brand in terms of quality, price, promotion, place and packaging etc. private label image are old which is moves their image with low price and low quality good to premium items. The main objective of the study is consumer buying behavior with respect to private label brand and to analyze the consumer perception and expectation with regards to private label brand. This paper examines that the consumer behavior towards grocery private label brand. The research method used was mall intercepts survey method. The survey is conducted with sample of 120 respondents in Coimbatore city. Which is an empirical study where data is collected and analyzed using different statistical tools like percentage analyze and descriptive statistics. As the results shows that sample respondents behaviour, perception and expectation of the mean score are highly satisfied based on their private label products, the products are ecofriendly, price are less compared with other brands, Nearness, quantity etc., are highly satisfied and the standard deviation are slightly deviated based on their behavior.

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