Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands

Philipp Brüggemann (), Rainer Olbrich () and Carsten D. Schultz ()
Additional contact information
Philipp Brüggemann: FernUniverstität in Hagen
Rainer Olbrich: FernUniverstität in Hagen
Carsten D. Schultz: FernUniverstität in Hagen

A chapter in Advances in National Brand and Private Label Marketing, 2020, pp 39-49 from Springer

Abstract: Abstract Against the background of increasing proliferation of private labels (PLs), the present study analyses determinants for the manufacturer brand industry to influence the market share of national brands (NBs). The analysis is based on 7,211,154 purchases by 98,326 households over a period of ten years. All purchases come from four product categories; chocolate, coffee, hair shampoo, and laundry detergent. The analysis distinguishes between discounter and non-discounter, which show significantly different results. The considered determinants are the prices of NBs and PLs, the shares of NB and PL price promotions, NB and PL variety, and brand preference. In particular, the changes in these determinants and in the market share are considered by calculating intertemporal differences. Increasing (decreasing) the price of NBs leads to a decreasing (increasing) market share of NBs. Extending the shares of NB (PL) price promotions has a positive (negative) influence on the market share of NBs. An increase in NB variety (increase in PL variety) slightly increases (decreases) the market share of NBs. Furthermore, the manufacturer brand industry can positively affect households’ brand preferences to increase their market share in discount store settings.

Keywords: FMCG; Household panel data; Market share; National brand (NB); Private label (PL); Retailing (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-030-47764-6_5

Ordering information: This item can be ordered from
http://www.springer.com/9783030477646

DOI: 10.1007/978-3-030-47764-6_5

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().