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Frontiers of Economics in China

ISSN 1673-3444

ISSN 1673-3568(Online)

CN 11-5744/F

Postal Subscription Code 80-978

Front. Econ. China    2017, Vol. 12 Issue (3) : 480-513    https://doi.org/10.3868/s060-006-017-0021-3
Orginal Article |
Private Label Positioning and Product Line
Stéphane Caprice()
Toulouse School of Economics, INRA, University of Toulouse Capitole, Toulouse, France
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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 totalwelfare 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.

Keywords private label      national brand      product line     
Issue Date: 19 September 2017
 Cite this article:   
Stéphane Caprice. Private Label Positioning and Product Line[J]. Front. Econ. China, 2017, 12(3): 480-513.
 URL:  
http://academic.hep.com.cn/fec/EN/10.3868/s060-006-017-0021-3
http://academic.hep.com.cn/fec/EN/Y2017/V12/I3/480
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