Orange Juice: A Private Label Product for the Nineties?

James A. Zellner

No 17, Food Marketing Policy Center Research Reports from University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy

Abstract: Orange juice began as a branded product in the 1950s, but private and packer labels son became dominant. Brands gained share during the 1980s with the introduction of a third national brand and the growth of chilled juice. The large number of packer labels makes brand and private label share measures misleading for structure-performance studies. Private label appeals to manufacturers who like the lower risk, the absence of slotting allowances, and fewer entry barriers. Pasteurized orange juice, however, the newest product form to experience rapid private label growth, is uncharacteristic because of large capital investment required for efficient market entry.

Keywords: Marketing; Orange Juice (search for similar items in EconPapers)
Date: 1992
References: Add references at CitEc
Citations:

Downloads: (external link)
http://fmpc.uconn.edu/publications/rr/rr17.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to fmpc.uconn.edu:80 (No such host is known. )

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:zwi:fpcrep:017

Access Statistics for this paper

More papers in Food Marketing Policy Center Research Reports from University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy Contact information at EDIRC.
Bibliographic data for series maintained by ().