A MODEL OF CONSUMER CHOICE FOR NATIONAL VS PRIVATE LABEL BRANDS

Authors
BALTAS G DOYLE P DYSON P
Citation
G. Baltas et al., A MODEL OF CONSUMER CHOICE FOR NATIONAL VS PRIVATE LABEL BRANDS, The Journal of the Operational Research Society, 48(10), 1997, pp. 988-995
Citations number
33
Categorie Soggetti
Management,"Operatione Research & Management Science","Operatione Research & Management Science
Journal title
The Journal of the Operational Research Society → ACNP
ISSN journal
01605682
Volume
48
Issue
10
Year of publication
1997
Pages
988 - 995
Database
ISI
SICI code
0160-5682(1997)48:10<988:AMOCCF>2.0.ZU;2-V
Abstract
Most consumer choice theory is built around the study of manufacturer brands but in recent years there has been a dramatic rise in the share of private label brands. This empirical study suggests that models of consumer choice need to recognise an asymmetry in competition when bo th manufacturer and retailer private label brands are available. A nes ted legit model is introduced which demonstrates asymmetric cross-bran d substitutability in this type of market and leads to important impli cations for strategic brand management.