@article{Bergès-Sennou:9407,
      recid = {9407},
      author = {Bergès-Sennou, Fabian and Hassan, Daniel and  Monier-Dilhan, Sylvette and Raynal, Helene},
      title = {Consumers' Decision between Private Labels and National  Brands in a Retailer's Store: A Mixed Multinomial Logit  Application},
      address = {2007},
      number = {688-2016-47179},
      series = {103rd EAAE Seminar Adding Value to the Agro-Food Supply  Chain in the Future Euromediterranean Space'},
      pages = {19},
      year = {2007},
      abstract = {We propose to analyze the determinants of consumers' brand  decision within a
retailer store using a multinomial mixed  logit approach. For the consumers' choice, national
brands  compete with private labels (both me-too product and high  quality store brand). We first
find that the standard  private label (me-too), independently of the price effect,  performs better
than all national brands in terms of  consumers' utility. Second, the high-quality private  label
does not reach its target yet in term of consumers'  acceptance due to a poor product
characteristics  perception. Last, it appears that households' objective  socioeconomic variables
(income, education and household  size) do not play any role in private label  perception,
whereas objective consumption behaviour (store  loyalty) clearly favours store brand perception.
We find  that consumers have a lower private label demand elasticity  than the low store loyal
ones.},
      url = {http://ageconsearch.umn.edu/record/9407},
      doi = {https://doi.org/10.22004/ag.econ.9407},
}