Price, Promotion and Differentiation Effects of the Private-Label Invasion

Ward, Michael B., Jay P. Shimshack, Jeffrey M. Perloff, and J. Michael Harris

from ARE Update Vol. 5, No. 6, July/Aug, 2002

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Abstract

When the share of private-label processed foods and beverages increases, brand-name firms' prices tend to rise and their promotional activities fall. These results, derived from an analysis of recent grocery scanner data, are contradictory to widely held beliefs about the industry.

Keywords

quality, private, label, generic, brand, consumer, promotion, differentiation, price

Citation

Ward, Michael B., Jay P. Shimshack, Jeffrey M. Perloff, and J. Michael Harris. "Price, Promotion and Differentiation Effects of the Private-Label Invasion." ARE Update 5(6)(2002):3-5. University of California Giannini Foundation of Agricultural Economics.
http://giannini.ucop.edu/publications/are-update/issues/2002/5/6/price-promotion-and-diffe/