Study on Private Labels VS National Brands

Study on Private Labels VS National Brands


Introduction


Private labels are brands that are held by a retailer or supplier rather than a manufacturer or producer, and are produced by a contract manufacturer under their own label. Store brands, or PLs, are defined by Pandya and Joshi in their book as "brands owned, managed, and sold solely by retailers." All merchandise sold under a retailer's brand is considered private label. That brand may be the store's own name or one that the retailer has developed specifically for them.

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Difference between National-Brands and Private Labels: A national brand is a product that is sold throughout the country under a brand name held by the manufacturer or distributor, as opposed to local brands (items distributed exclusively in certain regions of the country) and private label brands (products that carry the brand of the retailer rather than the producer.) Private Label has a longer history than National Brands. As a result, consumer awareness of national brands is greater than that of private labels.

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Conclusion

There is a "residual" pricing difference that cannot be explained by quality judgments. According to our results, in areas where consumers do not perceive a quality difference between national and store brands, manufacturer names demand a significant 37 percent price premium. Even if store brands are seen to be of same quality, consumers are reluctant to pay similar rates for them.

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