Effects of pricing strategies and product quality on private label and national brand performance |
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| Affiliation: | 1. Department of Economics and Business, Faculty of Business and Economics, University of Almería, Agrifood Campus of International Excellence ceiA3, Ctra. Sacramento, s/n, Almería E-04120, Spain;2. Department of Business Administration, University of Granada and Marketing Group, Department of Economics and Business, Open University of Catalonia, Barcelona, Campus Universitario de Cartuja, Granada E-18071, Spain;3. Marketing Group, Department of Economics and Business, Open University of Catalonia, Avenida Tibidabo, 39, Barcelona E-08035, Spain;1. Dokuz Eylül University, Faculty of Business, Department of Business Administration, Kaynaklar Yerleşkesi, 35160 Buca, İzmir, Turkey;2. Dokuz Eylül University, Faculty of Business, Department of International Business and Trade, Kaynaklar Yerleşkesi, 35160 Buca, İzmir, Turkey;1. Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada;2. Concordia University Research Chair in Consumer Research, Marketing Department, Concordia University, 1455 De Maisonneuve Blv. W., Montreal, QC H3G 1M8, Canada |
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| Abstract: | 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. |
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| Keywords: | Pricing Quality National brand Private label EDLP HiLo |
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