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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 Classification: | 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: | 29 Jun 2021 07:56 |
| OAI Identifier: | oai:tse-fr.eu:31759 |
| URI: | https://publications.ut-capitole.fr/id/eprint/24123 |
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