Effects of pricing strategies and product quality on private label and national brand performance

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• 作者：Rainer Olbrich ^{Rainer.Olbrich@fernuni-hagen.de} ; Hans Christian Jansen ; ^{Hans.Jansen@FernUni-Hagen.de} ; Michael Hundt ^{Michael.Hundt@fernuni-hagen.de}
• 关键词：Pricing ; Quality ; National brand ; Private label ; EDLP ; HiLo
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：34
• 期：Complete
• 页码：294-301
• 全文大小：397 K
• 卷排序：34

文摘

Using product test ratings and panel data from more than 35,000 participating households in Germany, this study addresses the impacts of price, quality, and promotion shares on the market shares of different products, including national brands and private labels, as well as food and non-food products. The results of a path analysis reveal important differences across the four segments, as well as insights regarding the use of everyday low price and high–low retail pricing strategies. The findings also lead to key implications for manufacturers and retailers.