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Analyzing the intensity of private label competition across retailers

机译：分析跨零售商的自有品牌竞争的激烈程度

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Examining how buyers of one private label (PL) in a product category also cross-purchase the private labels of competing retailers in the same category is the focus of this study. Understanding consumer cross-purchasing of PLs is important to retailers, who use PLs as one tactic to differentiate from other retailers; and important to manufacturers, who compete against PLs. A higher level of PL cross-purchasing indicates heightened competitive intensity among the PLs of rival retailers. Results across 27 categories indicate that PLs compete against national brands (NBs) within-store, but also compete against the PLs of other retailers across stores. Heightened competition among the PLs of different retailers occurs in categories with higher purchase frequency; in which the average PL price is well below the average NB price; and in categories with higher levels of manufacturer brand price promotions.
机译：研究产品类别中一个自有品牌（PL）的购买者如何交叉购买同一类别中竞争零售商的自有品牌是本研究的重点。了解零售商对PL的交叉购买对零售商很重要，零售商将PL作为与其他零售商区分开的一种策略。对于与PL竞争的制造商来说很重要。 PL交叉购买的水平越高，表明竞争对手零售商的PL之间的竞争强度越高。 27个类别的结果表明，PL与商店内的民族品牌（NB）竞争，但也与商店内其他零售商的PL竞争。不同零售商的PL之间的竞争加剧，属于购买频率较高的类别。其中PL的平均价格远低于NB的平均价格；以及具有较高制造商品牌价格促销水平的类别。

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