IDEAS home Printed from https://ideas.repec.org/a/fec/journl/v12y2017i3p480-513.html
   My bibliography  Save this article

Private Label Positioning and Product Line

Author

Listed:
  • St¨¦phane Caprice

    (Toulouse School of Economics, INRA, University of Toulouse Capitole, Toulouse, France)

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 total welfare 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.

Suggested Citation

  • St¨¦phane Caprice, 2017. "Private Label Positioning and Product Line," Frontiers of Economics in China-Selected Publications from Chinese Universities, Higher Education Press, vol. 12(3), pages 480-513, September.
    • Handle: RePEc:fec:journl:v:12:y:2017:i:3:p:480-513
    as

    Download full text from publisher

    File URL: http://journal.hep.com.cn/fec/EN/10.3868/s060-006-017-0021-3
    Download Restriction: no
    ---><---

    Other versions of this item:

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zheng, Hong & Wu, Huamin & Tian, Lin, 2022. "Healthcare service enhancement with patient search," Journal of Business Research, Elsevier, vol. 152(C), pages 398-409.
    2. Zhiqi Chen & Heng Xu, 2021. "Private labels and product quality under asymmetric information," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 30(4), pages 743-759, November.
    3. Bo Liao & Candace A. Yano & Minakshi Trivedi, 2020. "Optimizing Store‐Brand Quality: Impact of Choice of Producer and Channel Price Leadership," Production and Operations Management, Production and Operations Management Society, vol. 29(1), pages 118-137, January.
    4. Meilin Ma & Ralph Siebert, 2021. "The Impact of Private Label Introduction on Assortment, Prices, and Profits of Retailers," CESifo Working Paper Series 9380, CESifo.

    More about this item

    Keywords

    private label; national brand; product line;
    All these keywords.

    JEL classification:

    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fec:journl:v:12:y:2017:i:3:p:480-513. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Frank H. Liu (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.