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National Brand and Private Label Pricing and Promotional Strategy

Author

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  • Volpe, Richard J., III

Abstract

In this paper I use a unique and rich data set on prices and promotions from major US supermarkets to examine the nature of National Brand and Private Label interaction. Private labels are priced and promoted competitively with NBs, in a manner suggesting that retails are careful not to lose private label market share during times of national brand promotions. The price margin between the two types of products continues to fall in US supermarkets, and the major determinants of the price differences between the two are promotional frequency and market concentration.

Suggested Citation

  • Volpe, Richard J., III, 2010. "National Brand and Private Label Pricing and Promotional Strategy," 2010 Annual Meeting, July 25-27, 2010, Denver, Colorado 60986, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea10:60986
    DOI: 10.22004/ag.econ.60986
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    File URL: https://ageconsearch.umn.edu/record/60986/files/10181.pdf
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    Cited by:

    1. Anders, Sven M. & Ahmad, Waseem, 2011. "Private Label and National Brand Pricing and Promotional Strategies in Health Differentiated Product Categories: Canadian Evidence," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114223, European Association of Agricultural Economists.

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