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
View Article PDF: Price, Promotion and Differentiation Effects of the Private-Label Invasion
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. 2002. "Price, Promotion and Differentiation Effects of the Private-Label Invasion." ARE Update 5(6): 3-5. University of California Giannini Foundation of Agricultural Economics.
https://giannini.ucop.edu/filer/file/1453327731/16618/