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Effects of the private-label invasion in food industries

Author

Listed:
  • Ward, Michael B.
  • Shimshack, Jay P.
  • Perloff, Jeffrey M.
  • Harris, J. Michael

Abstract

Using supermarket scanner data, we test a variety of hypotheses from trade journals about the invasion of private-label food products. According to conventional industry wisdom, name-brand firms defended their brands against new private-label products by lowering their prices, engaging in additional promotional activities, and increasingly differentiating their products. Our empirical evidence is inconsistent with these beliefs.

Suggested Citation

  • Ward, Michael B. & Shimshack, Jay P. & Perloff, Jeffrey M. & Harris, J. Michael, 2002. "Effects of the private-label invasion in food industries," MPRA Paper 22186, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:22186
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    private label; entry; price; promotional activity; differentiation; supermarket;
    All these keywords.

    JEL classification:

    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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