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Private Label Positioning and Product Line

Caprice, Stéphane (2017) Private Label Positioning and Product Line. Frontiers of Economics in China. (In Press)

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Official URL: http://tse-fr.eu/pub/31778

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: Article
Language: English
Date: 2017
Refereed: Yes
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: Toulouse School of Economics - TSE
Site: UT1
Date Deposited: 15 Jun 2017 07:57
Last Modified: 15 Jun 2017 07:57
OAI ID: oai:tse-fr.eu:31778
URI: http://publications.ut-capitole.fr/id/eprint/24156

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