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Permanent link (DOI): https://doi.org/10.7939/R3HH6CF0B

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Competition between Private Label and National Brand for Differentiated Food Category: A Canadian Retail Case Open Access

Descriptions

Other title
Subject/Keyword
Private label
Food
Differentiation
Retail
Distance
National brand
Canada
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Ying, Xiongwei
Supervisor and department
Marcoul, Philippe (Resource Economics and Environmental Sociology)
Anders, Sven (Resource Economics and Environmental Sociology)
Examining committee member and department
Rude, James (Resource Economics and Environmental Sociology)
Marchand, Joseph (Economics)
Department
Department of Resource Economics and Environmental Sociology
Specialization
Agricultural and Resource Economics
Date accepted
2013-09-28T20:16:38Z
Graduation date
2013-11
Degree
Master of Science
Degree level
Master's
Abstract
Retailers in Canada have introduced private labels to gain vertical bargaining power over manufacturers’ national brands and to establish customer loyalty. Product differentiation in quality and increasingly product formulation is an emerging trend for both private labels and national brands in many grocery categories. This thesis applies a model derived from a random utility nested logit model to estimate structural demand for differentiated canned soup products. Using a Distance-Matrix (DM) approach we identify the location of both private labels and national brands in the ingredient attribute space within the canned soup category. To empirically estimate and test the effects of private label usage on the competitive interactions between retailers and manufacturers, we estimate supply-side Cost-Price Margin (CPM) equations. Our results strongly suggest that retailers’ private label is acting as an effective strategic tool to generate market power over upstream manufacturers.
Language
English
DOI
doi:10.7939/R3HH6CF0B
Rights
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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