Determining the Impact of Retailer Store Brand Procurement on Vertical Relationships with Brand Manufacturers and on Market Equilibrium

Michael Cohen ()
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Michael Cohen: New York University

No 122, 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: This paper investigates how a retailer's store brand supply source impacts vertical pricing and supply channel pro tability. Using chain-level retail scanner data from major supermarkets in Boston prior to the leading retailer's divestiture of its store brand milk processing to a major brand manufacturer I estimate a random coecients logit demand model employing a Bayesian estimation approach. Bayesian decision theory is applied to select from a set of pricing games the one most likely for the data sample analyzed. Results from this analysis indicate that the empirically valid model has the pre-divested retailer integrated into the processing of its own milk and takes as given the wholesale price of brand milks while competing retailers have nonlinear pricing contracts with brand manufacturers who produce their store brands. This model is matched against a series of counterfactual simulations as a baseline. The counterfactual simulations consider the eventual divestiture of store brand milk processing by the leading retailer to a major brand manufacturer as well as two ctional markets where store brands are no longer offered and optimal nonlinear pricing breaks down making way for a double marginalization outcome. Simulation results indicate that the divesture likely improved pro tability and reduced retail prices by eliminating double marginalization.

Pages: 36 pages
Date: 2010-01
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