The rapid growth of private label brands has intensified competition within the retail sector, necessitating a deeper understanding of consumer buying behavior. This study investigates the influence of socio-economic, demographic, and psychographic factors on consumer preference for private label brands over national brands, while also examining the mediating role of consumer perception and the effectiveness of retail marketing strategies. Addressing a gap in emerging market literature, the research provides empirical evidence from a structured survey using a five-point Likert scale. A total of 20 measurement variables were developed based on an extensive literature review and validated through reliability and factor analysis. The study employs robust statistical techniques, including exploratory factor analysis (EFA), chi-square tests, and descriptive analytics, using SPSS (version 16).

               The reliability of the instrument is confirmed with Cronbach’s alpha values exceeding 0.90, ensuring strong internal consistency. The findings identify price sensitivity, perceived value, income level, and brand trust as critical determinants of consumer preference for private label brands. Notably, consumer perception emerges as a significant mediator influencing purchase decisions. The study contributes to the theoretical advancement of consumer behavior literature by integrating multi-dimensional determinants within a single framework. From a managerial perspective, it offers actionable insights for retailers to strengthen private label positioning through value-driven pricing, quality enhancement, and trust-building strategies. The research holds significant implications for retail managers, marketers, and policymakers in emerging economies aiming to enhance competitiveness in an evolving retail landscape