We study consumers' motivations for buying organic food by analyzing their shopping baskets. Buying organic can be motivated by concern about sustainable development and/or self-interest (considerations related to health or product quality). Pro-social motivation is inferred from the presence of fair trade products in the consumer's basket; consumer self-interest is deduced from the presence of healthy and higher-quality products bearing special quality labels or certifications. Our results indicate that environmental motivation predicts organic food purchases better than health or quality considerations: the complementarity between organic and fair trade products is strongest. In addition, the household's socioeconomic background influences secondary motivations.
Branded food manufacturers vindicate the use of excess production capacities to justify their production of retailers' brands. We study the distributor's and food manufacturer's private label (PL) strategy for production within a framework featuring endogenous store brand quality, bargaining power, possible differences in production technology and potential capacity constraints for the branded manufacturer. Depending on the structure of capacity constraint (applying to both products or to the PL only), we find that the retailer may prefer to choose an independent firm for the production of the store brand whereas the branded manufacturer is chosen in the case of excess capacity.
This article analyzes a simple two-period model where two homogenous manufacturers compete to supply a monopolist retailer. We show that, if manufacturers are vulnerable, i.e if they are likely to exit the market in case of insucient orders in the rst period, they may exploit their threat of exit to capture the whole rst period industry prot. Indeed, the retailer will accept to pay the high price to the manufacturers in order to secure upstream competition in the second period. Results are robust under dierent market structures or contract types.
Cet article constitue une synthèse de la littérature traitant des marques de distributeurs (MDD). Dans une première partie, nous faisons l'état des lieux statistiques sur l'importance des MDD. Dans un second temps, les raisons ayant poussé les distributeurs à introduire les MDD sont analysées sur un plan théorique et leurs conclusions confrontées à la littérature empirique sur les MDD. L'accent est mis plus particulièrement sur les relations verticales et le choix des caractéristiques des produits. L'impact du développement des MDD sur les firmes amont est également abordé. Enfin, une réflexion sur les effets de bien-être du développement des MDD est amorcée.Mots clés : économie industrielle, relations verticales, marques de distributeurs, agro-alimentaire. JEL : L22, L66, Q18 SummaryThis article is a survey of the economic literature on private labels (PL). In the first section, we look at statistics on private label development. Then, the causes of private label introduction by retailers are analyzed on a theoretical ground, and conclusions are confronted with empirical studies findings. We focus on vertical relationships and product characteristics choices. Last, we give some thoughts on PL and their impact on social welfare. Keywords: industrial organization, vertical relationships, private labels, agrofood. L'impact économique du développement des marques de distributeurs L'issue de cette lutte ne semble ni prochaine ni même vraisemblable. Ce qu'il faut retenir, c'est que marque et publicité ont mis entre les mains de l'industrie un atout maître qui lui a permis de se relever de son ancienne infériorité vis-à-vis du commerce et de se mesurer à armes égales avec lui. Elles lui auraient même donné la suprématie si la naissance du grand commerce de détail n'était venue se mettre en travers, en opposant un contrepoids sérieux à la puissance nouvellement conquise du fabricant. Certains sont sûrs que l'industrie, de plus en plus concentrée, parviendra un jour à régir à sa guise l'ensemble du commerce grâce à la publicité. C'est là, croyons-nous, méconnaître singulièrement la puissance et les moyens d'actions du grand commerce de détail. Il ne peut être question d'une victoire décisive d'une des deux parties. Continuellement se poursuivront attaques et contre-attaques. Ici c'est la marque du fabricant qui s'imposera au commerce ; là c'est la marque du commerce qui l'emportera. La suprématie de l'un des deux adversaires ne peut être que partielle et d'importance variable suivant les branches et les régions. Le tout dépendra surtout de la valeur des méthodes de vente employées par chacun. (Francis Elvinger, 1928, « La marque » texte tiré de Baroux, 05 / 01 / 2000, Les échos, Deux siècles de bras de fer entre l'industrie et le commerce).
Abstract:The evolution of private labels has been linked to the strategy adopted by the retail industry to increase competition with national brands in terms of quality. Since the early 2000s, retailers have upgraded their store brands by introducing high-quality products along with "me too" retail products. The aim of this study is to analyze consumer perception of both types of private labels ("me-too" and high quality products) compared to national brands. We deal with three staple goods offered by three mass retail companies. We show that consumer demand for "metoo" private labels is as elastic as for national brands. This result indicates that such private labels are now considered as leading brands in terms of characteristics. However, on the high quality market, consumers are more sensitive to the price of private labels, indicating a lesser attachment to these brand names.
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