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Private labels of Russian retailers as a new factor affecting interaction of personal care market players

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  • Khomik, O.

  • Bayanova, D.

Abstract

Private labels (PLs) have become wide spread across all countries being an effective instrument to drive business of large retailers. On the one hand they cause sales and profit growth for retailers and private labels manufacturers as well as consumer loyalty increase. On the other hand private labels introduction can harm position of national brands’ manufacturers behind decrease in negotiation power and advertising support in-store. Net benefit for society can be either positive or negative. This is driven by different movements in average price in category, assortment and quality of goods.

Suggested Citation

  • Khomik, O. & Bayanova, D., 2013. "Private labels of Russian retailers as a new factor affecting interaction of personal care market players," Journal of Modern Competition, Synergy University, issue 2, pages 77-96.
    • Handle: RePEc:snr:mdrcmp:y:2013:i:2:p:77-96
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