National Brand and Private Label Pricing and Promotional Strategy

Volpe, Richard J.,

No 60986, 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado from Agricultural and Applied Economics Association

Abstract: In this paper I use a unique and rich data set on prices and promotions from major US supermarkets to examine the nature of National Brand and Private Label interaction. Private labels are priced and promoted competitively with NBs, in a manner suggesting that retails are careful not to lose private label market share during times of national brand promotions. The price margin between the two types of products continues to fall in US supermarkets, and the major determinants of the price differences between the two are promotional frequency and market concentration.

Keywords: Agribusiness; Demand and Price Analysis; Industrial Organization; Marketing (search for similar items in EconPapers)
Pages: 35
Date: 2010
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea10:60986

DOI: 10.22004/ag.econ.60986

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