Scandinavian Working Papers in Economics
HUI Working Papers,
HUI Research
No 18: Does the Quality of Store Brands Affect the Number of National Brand Suppliers?
Sven-Olov Daunfeldt (), Matilda Orth () and Niklas Rudholm ()
Additional contact information
Sven-Olov Daunfeldt: The Swedish Retail Institute (HUI), Postal: Regeringsgatan 60, 103 29 Stockholm, Sweden and the Department of Economics University of Gävle, SE-801 76 Gävle
Matilda Orth: Department of Economics, Postal: School of Economics and Commercial Law, University of Gothenburg, SE-405 30 Göteborg, Sweden
Niklas Rudholm: The Swedish Retail Institute (HUI), Postal: Regeringsgatan 60, 103 29 Stockholm, Sweden and the Department of Economics University of Gävle, SE-801 76 Gävle
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
21 pages, June 9, 2008
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