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ESTIMATING MARKET POWER AND PRICING CONDUCT FOR PRIVATE-LABEL AND NATIONAL BRANDS IN A PRODUCT-DIFFERENTIATED OLIGOPOLY: THE CASE OF A FROZEN VEGETABLE MARKET

Steven Vickner, Stephen P. Davies, Joan Fulton and Valerie L. Vantreese

Journal of Food Distribution Research, 2000, vol. 31, issue 2, 13

Abstract: This paper develops two brand-level demand models, where prices are treated as endogenous, to estimate unilateral market power in a representative product-differentiated oligopolistic food market. The results are estimated using point-of-purchase scanner data and are used to quantify the impact of a private-label brand on the economic performance of national brands. Specifically, our study calculates demand parameter estimates and returns to retailer vertical coordination for the frozen vegetable market - the third largest private-label food and beverage category in the United States, after ice cream and carbonated beverages. Consistent with broader industry trends, empirical evidence suggests that the private-label brand maintained a slight competitive advantage over Birds Eye and Green Giant.

Keywords: Agribusiness (search for similar items in EconPapers)
Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27755

DOI: 10.22004/ag.econ.27755

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