Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner
The emergence of private labels has become one of the most significant developments in retail management in recent years, becoming one of the main competitive instruments against large manufacturers. But how do consumers perceive private labels, as just another national brand, or do they clearly dif...
| Main Authors: | , |
|---|---|
| Format: | info:eu-repo/semantics/article |
| Language: | Spanish / Castilian |
| Published: |
Ministerio de Industria, Energía y Turismo
2024
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/15047 |
| _version_ | 1789406660809195520 |
|---|---|
| author | Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel |
| author_facet | Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel |
| author_sort | Gázquez Abad, Juan Carlos |
| collection | DSpace |
| description | The emergence of private labels has become one of the most significant developments in retail management in recent years, becoming one of the main competitive instruments against large manufacturers. But how do consumers perceive private labels, as just another national brand, or do they clearly differentiate them in their choice process, and does the private label really compete with the leading national brands? In order to answer these and other questions, we use the methodology of choice models to establish the positioning of private labels from the perspective of the consumer choice process. In this sense, this paper makes a contribution to the literature by combining the use of nested logit structures with a competitive map estimated from the price response matrix for each brand. Thus, we analyse the competitive structure of national and private brands from a double perspective: on the one hand, from the perspective of each brand, analysing its power of influence and its vulnerability over other brands and, on the other hand, from the perspective of the consumer, analysing how consumers differentiate between both types of brands when they go to the shop. To do so, we use a panel of olive oil scanner data for the year 2002, from a hypermarket located in a capital city in south-eastern Spain and owned by a large retailer. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-15047 |
| institution | Universidad de Cuenca |
| language | Spanish / Castilian |
| publishDate | 2024 |
| publisher | Ministerio de Industria, Energía y Turismo |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-150472024-01-10T09:10:46Z Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner 0019-977X Analysis of the competitive structure between national brands and private brands: an empirical analysis with scanner data Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel Brands Competition National brand Private brand Scanner data Panel data The emergence of private labels has become one of the most significant developments in retail management in recent years, becoming one of the main competitive instruments against large manufacturers. But how do consumers perceive private labels, as just another national brand, or do they clearly differentiate them in their choice process, and does the private label really compete with the leading national brands? In order to answer these and other questions, we use the methodology of choice models to establish the positioning of private labels from the perspective of the consumer choice process. In this sense, this paper makes a contribution to the literature by combining the use of nested logit structures with a competitive map estimated from the price response matrix for each brand. Thus, we analyse the competitive structure of national and private brands from a double perspective: on the one hand, from the perspective of each brand, analysing its power of influence and its vulnerability over other brands and, on the other hand, from the perspective of the consumer, analysing how consumers differentiate between both types of brands when they go to the shop. To do so, we use a panel of olive oil scanner data for the year 2002, from a hypermarket located in a capital city in south-eastern Spain and owned by a large retailer. 2024-01-10T09:10:46Z 2024-01-10T09:10:46Z 2007 info:eu-repo/semantics/article Gázquez Abad, J. C., & Sánchez Pérez, M. (2007). Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner. ICE, Revista de Economía, 839 (Noviembre-Diciembre), 163-193. 0019-977X http://hdl.handle.net/10835/15047 es https://revistasice.com/index.php/ICE/article/view/1105 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Ministerio de Industria, Energía y Turismo |
| spellingShingle | Brands Competition National brand Private brand Scanner data Panel data Gázquez Abad, Juan Carlos Sánchez Pérez, Manuel Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title | Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title_full | Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title_fullStr | Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title_full_unstemmed | Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title_short | Análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| title_sort | análisis de la estructura competitiva entre marcas nacionales y marcas privadas: un análisis empírico con datos de escáner |
| topic | Brands Competition National brand Private brand Scanner data Panel data |
| url | http://hdl.handle.net/10835/15047 |
| work_keys_str_mv | AT gazquezabadjuancarlos analisisdelaestructuracompetitivaentremarcasnacionalesymarcasprivadasunanalisisempiricocondatosdeescaner AT sanchezperezmanuel analisisdelaestructuracompetitivaentremarcasnacionalesymarcasprivadasunanalisisempiricocondatosdeescaner AT gazquezabadjuancarlos 0019977x AT sanchezperezmanuel 0019977x AT gazquezabadjuancarlos analysisofthecompetitivestructurebetweennationalbrandsandprivatebrandsanempiricalanalysiswithscannerdata AT sanchezperezmanuel analysisofthecompetitivestructurebetweennationalbrandsandprivatebrandsanempiricalanalysiswithscannerdata |