Abstract Retailers wish to expand their standard private label (PL) adopting a multi-tiered portfolio. We study the effects produced by the introduction of two new PLs quality-tiers (economy and premium) on the market share of various national brands (NB; premium-quality and second-tier) and the standard PL. This study proposes a model that accommodates three effects (similarity, attraction, and compromise) for understanding how the introduction of economy and premium PL may affect market incumbents. This study also analyzes the effects of introducing new PL quality-tiers for customer segments. Our results indicate that when economy and premium PL are introduced in the market, the choice probability of standard PL decreases, especially for high purchase quantity customers and PL loyal customers. In addition, introduction of a premium PL decreases the choice probability of second-tier NB and premium-quality NB, especially for PL loyal customers and high purchase quantity customers.

中文翻译：

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多层自有品牌组合策略：对消费者行为的影响

摘要 零售商希望采用多层产品组合扩展其标准自有品牌 (PL)。我们研究了引入两个新的 PL 质量等级（经济和优质）对各种民族品牌（NB；优质和二线）和标准 PL 的市场份额产生的影响。本研究提出了一个模型，该模型包含三种效应（相似性、吸引力和妥协），以了解经济和优质 PL 的引入可能如何影响市场现有企业。本研究还分析了为客户群引入新的 PL 质量等级的影响。我们的结果表明，当市场上引入经济型和优质PL时，标准PL的选择概率会降低，尤其是对于高购买量客户和PL忠诚客户。此外，