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Private Labeling of Milk and the Impact on Market Structure

Published online by Cambridge University Press:  05 September 2016

Robert L. Beck  and
Ronald G. Alvis
Robert L. Beck
Affiliation:
Department of Agricultural Economics, University of Kentucky
Ronald G. Alvis
Affiliation:
McDonald Cooperative Co., Flint Michigan
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Extract

Branding, as a means of product differentiation, is a practice of long standing in the food industry. Historically, food manufacturers have used brands as a means of gaining a larger share of the market while avoiding the consequences of direct price competition. Merchandising food, particularly dairy products, under private label brands, however, is a practice of more recent origin.

Introduction of private label brands of dairy products can be traced to that period of the 1920s when private label brands of evaporated milk first appeared in some markets. This was followed by private label brands of butter in the 1930s and fluid milk and ice cream during the 1950s.

Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 7 , Issue 2 , December 1975 , pp. 155 - 159
Copyright
Copyright © Southern Agricultural Economics Association 1975

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References

[1] Bain, Joe S. Industrial Organization, 2nd Edition, New York: John Wiley and Sons, Inc., 1969.Google Scholar
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[3] Beck, R.L. and Alvis, R.G.. “Impact of Private Label Brands of Milk on Competition in Fluid Milk Markets, Journal of Dairy Science, 57: 746-51, June 1974.Google Scholar
[4] Chamberlin, Edward H. The Theory of Monopolistic Competition, Cambridge: Harvard University Press, 1947.Google Scholar
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