Private Labels and Purchasing Power: A Positioning Review?
Ecole de Management de Normandie - Metis
University of Cergy-Pontoise - THEMA; Normandy Business School - METIS
METIS Working Paper No. 65
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, qualityworking papers series
Date posted: September 3, 2010
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