HUI Working Papers, HUI Research
Does the Quality of Store Brands Affect the Number of National Brand Suppliers?
(), Matilda Orth
() and Niklas Rudholm
Abstract: This paper examines how the increased market shares of the
store brands affect the entry and survival of national brand suppliers. The
analysis is performed on monthly scanner data for a number of household-
and personal-care products covering June 2001 through May 2004. An
increased market share of medium-priced store brands was found to decrease
the number of suppliers of national brands. However, no statistically
significant impact was found of low-priced store brand market shares on the
numer of national brand suppliers. It thus seems that it is mainly
medium-priced store brands that compete with national brands.
Keywords: Scanner data; household products; count data; private labels; (follow links to similar papers)
JEL-Codes: L13; L81; (follow links to similar papers)
21 pages, June 9, 2008
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