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Private-Label Share during the Current Economic Slowdown: Investigation from the Czech, Slovak, Hungarian and Polish Markets

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  • Karel Týra
  • Miroslav Karlíček

Abstract

This paper investigates whether the current economic slowdown in four CEE countries was accompanied by strong growth of private-label share as theory suggests. Unexpectedly, based on the data of Nielsen Retail Measurement Service, we prove that the private-label share grew relatively slowly, although all four countries had a large potential for growth of this share. We demonstrate that the key reason behind this development was probably the massive in-store promotions that were decreasing the price gap between private labels and branded products. The managerial implications of these findings for both manufacturers and retailers within the region are discussed.

Suggested Citation

  • Karel Týra & Miroslav Karlíček, 2012. "Private-Label Share during the Current Economic Slowdown: Investigation from the Czech, Slovak, Hungarian and Polish Markets," Central European Business Review, Prague University of Economics and Business, vol. 2012(1), pages 27-32.
    • Handle: RePEc:prg:jnlcbr:v:2012:y:2012:i:1:id:5:p:27-32
    DOI: 10.18267/j.cebr.5
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    References listed on IDEAS

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    1. Sanjay K. Dhar & Stephen J. Hoch, 1997. "Why Store Brand Penetration Varies by Retailer," Marketing Science, INFORMS, vol. 16(3), pages 208-227.
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    Cited by:

    1. Martin Machek, 2012. "Retail Market Structure Development in Central Europe," Central European Business Review, Prague University of Economics and Business, vol. 2012(3), pages 22-27.

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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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