Original paper

Private label line proliferation and private label tier pricing: A new dimension of competition between private labels and national brands

Volume: 36, Pages: 39 - 52
Published: May 1, 2017
Abstract
In this study, we explore the impact of private label (PL) proliferation and pricing on consumer demand and derive profit implications for different scenarios: (i) dropping or adding a line (kids, health or muesli) within a PL tier and (ii) changing the PL tier prices. We use a representative household panel dataset (2008–2009) for the ready to eat (RTE) cereal category of two leading U.K. grocery retailers. Our results indicate line...
Paper Details
Title
Private label line proliferation and private label tier pricing: A new dimension of competition between private labels and national brands
Published Date
May 1, 2017
Volume
36
Pages
39 - 52
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