Private Label Positioning and Product Line

Caprice, Stéphane (2017) Private Label Positioning and Product Line. TSE Working Paper, n. 17-816, Toulouse

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Official URL: http://tse-fr.eu/pub/31759

Abstract

This article examines (i) how retailers position private label products, (ii) why private labels are sold in some product categories but not in others, and why some national brand products may have difficulty in accessing retailers' shelves, (iii) why some private label products are positioned as "premium" brands, and (iv) how consumers' surplus and total welfare are affected by private labels. We find that private label positioning leads to less differentiation in product category, which structurally changes a retailer's product line in return. Consumer welfare and total welfare are lower.

Item Type: Monograph (Working Paper)
Language: English
Date: May 2017
Place of Publication: Toulouse
Uncontrolled Keywords: Private Label, National brand, Product Line
JEL codes: L13 - Oligopoly and Other Imperfect Markets
L81 - Retail and Wholesale Trade; Warehousing; e-Commerce
Subjects: B- ECONOMIE ET FINANCE
Divisions: TSE-R (Toulouse)
Institution: Université Toulouse 1 Capitole
Site: UT1
Date Deposited: 01 Jun 2017 08:04
Last Modified: 21 Mar 2018 14:50
OAI ID: oai:tse-fr.eu:31759
URI: http://publications.ut-capitole.fr/id/eprint/24123

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