MDD et pouvoir d'achat: un positionnement à revoir ?

Terence Geffroy () and Didier Chabaud ()
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Terence Geffroy: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: A 20% price gap between national brands and private labels is generally asserted in literature. We show that the evolution of this price gap, in recent years, questioned this assertion. We explain this by a combination of competition and the evolution of French institutional rules. Nevertheless, taking into account the private labels strategy leads us to question the accuracy of global measures of this gap in order to analyze retailing dynamics.

Keywords: private labels; store brands; national brands; price gap; quality; marques de distributeurs; marques nationales; différentiel de prix; qualité (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://hal.science/hal-00581271v1
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