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Private Label Products as Experience Goods


  • Bergès-Sennou Fabian

    (INRA, University of Toulouse, France)

  • Waterson Michael

    (University of Warwick, UK)


In Europe, food retailing has become more concentrated and private label goods have spread over the last 40 years. They are now a key element of retailers' shelf offer. Using a model in which consumers become informed about the good's quality only in period two, we examine what determines the presence or absence of private label experience goods in supermarkets, taking into account the retailer's reputation commitment involved. Our most novel result is that for products purchased infrequently, introducing a reputable private label is unsustainable. However, more retailer bargaining power increases the likelihood of a private label good being marketed.

Suggested Citation

  • Bergès-Sennou Fabian & Waterson Michael, 2005. "Private Label Products as Experience Goods," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 3(2), pages 1-19, December.
  • Handle: RePEc:bpj:bjafio:v:3:y:2005:i:2:n:9

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    References listed on IDEAS

    1. G. Galizzi & L. Venturini & S. Boccaletti, 1997. "Vertical relationships and dual branding strategies in the Italian food industry," Agribusiness, John Wiley & Sons, Ltd., vol. 13(2), pages 185-195.
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    Cited by:

    1. Jean Marie Viaene & Laixun Zhao, 2009. "Tainted Food, Low-Quality Products and Trade," Discussion Paper Series 245, Research Institute for Economics & Business Administration, Kobe University.
    2. Viaene, Jean-Marie & Zhao, Laixun, 2015. "Inspection, testing errors and trade in tainted products," Journal of the Japanese and International Economies, Elsevier, vol. 35(C), pages 99-116.

    More about this item

    JEL classification:

    • L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • Q11 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Aggregate Supply and Demand Analysis; Prices


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