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Three Essays on Food Retailing in Canada Open Access


Other title
Type of item
Degree grantor
University of Alberta
Author or creator
Ahmad, Waseem
Supervisor and department
Anders, Sven (Department of Resource Economics and Environmental Sociology)
Jeffrey, Scott (Department of Resource Economics and Environmental Sociology)
Examining committee member and department
Swallow, Brent (Department of Resource Economics and Environmental Sociology)
Anders, Sven (Department of Resource Economics and Environmental Sociology)
Jeffrey, Scott (Department of Resource Economics and Environmental Sociology)
Marcoul, Philippe (Department of Resource Economics and Environmental Sociology)
Fulton, Murray (Johnson-Shoyama Graduate School of Public Policy)
Department of Resource Economics and Environmental Sociology
Agricultural and Resource Economics
Date accepted
Graduation date
Doctor of Philosophy
Degree level
The overall purpose of this dissertation is to identify the demand of fast moving consumer goods (FMCG) and to analyze the issues of brand level competition in FMCG markets product categories at the Canadian retail level. The analysis develops and applies industrial organization and price analysis methods using proprietary scanner data for the Canadian market. The first essay deals with the monetary valuation of brands, convenience and other quality attributes in FMCG product categories in grocery retailing in Canada by using scanner data. The method extends the hedonic model by using the least squares dummy variable approach. The analysis contributes the literature by establishing the relationship between attributes (brands, quality and convenience) and price using two examples of FMCG products at the Canadian retail level. The results show that branding, quality and convenience attributes have a significant influence on the price of FMCG product categories. The study concludes that dominant brands charge a premium price relative to other competing brands in the market. The second essay examines the type of competition between the private label (PL) and national brand (NB) under various retailer-manufacturer production arrangements for PLs. The empirical implementation based on proprietary store-level scanner data expands the Non-Nested Model Comparison (NNMC) approach. The theoretical model reveals that different production arrangements of the retailer’s brand have an impact on the wholesale price of the PL and NB. The empirical model results for the selected product categories indicate no consistent pattern of competition between the PL and NB. The strategic games played vary with different FMCG product categories and for different production practices of the PL brand. The third essay focuses on the competitive relationship between the NB and PL in varying socioeconomic environments. The analysis extends the PL-NB competition model by explicitly incorporating socioeconomic characteristics (income) for individual retail store locations. For empirical purposes, retail scanner information is segmented by considering the store location spread. Results show that the elasticity of PL and NB varies for quality differentiated products and with consumers’ varying socioeconomic environments.
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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File title: Waseem Ahmad PhD thesis June 26
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