Abstract: This study explored the investigation on preference of two cues i.e. intrinsic and extrinsic cues of private labels. It is pretty difficult to assume what cues customers may assume before buying the private labels. The study is descriptive in nature and the selfadministered questionnaire have been used as a part of research to survey sample size of 155 consumers in in Jalandhar in order to pull out the effective results. The outcome of the study us been analyzed through percentage analysis. The findings suggests that in the modern days buying of the monthly groceries, customers considers unlimited number of factors and they give relative significance to these factors. The results hence proves that customers give almost equal importance to both the cues while considering the purchase of the private labels but most importantly all of these factors have their relative significance when considered individually but collectively, it proves that a considerable amount of people do prefers the intrinsic cues when compared with the extrinsic cues of purchasing the private labels.