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Private Labels and Purchasing Power: A Positioning Review?


Terence Geffroy


Ecole de Management de Normandie - Metis

Didier Chabaud


University of Cergy-Pontoise - THEMA; Normandy Business School - METIS
2009

METIS Working Paper No. 65

Abstract:     
A 20% price gap between national brands and private labels is generally asserted in literature. We show that the evolution of this price gap, in recent years, questioned this assertion. We explain this by a combination of competition and the evolution of French institutional rules. Nevertheless, taking into account the private labels strategy leads us to question the accuracy of global measures of this gap in order to analyze retailing dynamics.

Note: Downloadable document is in French.

Number of Pages in PDF File: 26

Keywords: private labels / store brands, national brands, price gap, quality

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Date posted: September 3, 2010  

Suggested Citation

Geffroy, Terence and Chabaud, Didier, Private Labels and Purchasing Power: A Positioning Review? (2009). METIS Working Paper No. 65. Available at SSRN: http://ssrn.com/abstract=1670681 or http://dx.doi.org/10.2139/ssrn.1670681

Contact Information

Terence Geffroy (Contact Author)
Ecole de Management de Normandie - Metis ( email )
30 rue de Richelieu
LE HAVRE, 76600
France
Didier Chabaud
University of Cergy-Pontoise - THEMA ( email )
33 boulevard du port
F-95011 Cergy-Pontoise Cedex, 95011
France
Normandy Business School - METIS ( email )
30 rue de Richelieu
Le Havre Cedex, 76087
France
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