Hypermarkets are becoming more aggressive in growing the customer base by introducing the effective marketing programs toward retaining the existing customer base and also ride on the opportunity in growing the customer base further. Most of the hypermarkets operators are striving aggressively in increasing the revenue of their own stores by introducing the store’s brand products without compromising the competitive pricing, and product quality. With negligible switching cost, consumers are exposed to various brand options for them choose from when buying their groceries, vegetables, meats, and others. As a consumer, what is the thought process in deciding whether to buy a store branded product? This question gives a direct relationship towards the sales and marketing of hypermarket’s private brand products in long run. We address these and other related questions by understand how different factors affect the consumer choices in choosing the product brands. The purpose of this research is to understand how the consumer purchasing behavior affects a hypermarket’s private branding strategy. This paper serves as a preliminary write up to provide a clear picture on economics factors and also the influencing factors for store’s brand product (product quality, selling price, presentation, promotion, and packaging).