The determinants of store brand market share A temporal and cross-sectional analysis

This research proposes a fixed effects panel data model to study store brand market share. The analysis is performed on the Spanish consumer products market for almost all Nielsen categories, with information about store brands from 1996 to 2000. The results of this research show both determinant variables of the evolution of store brand market share at temporal level (retail stock turnover for a category, manufacturer and retailer concentration, price differential and economic risk, among others) and determinant variables of cross-sectional differences in store brand market share (price elasticity of demand and manufacturer brand differentiation, and so on). They reveal the importance of considering time in the analysis of the effect of price differential and economic risk on the store brand market share. Important implications for manufacturers and retailers in the management of their brands are stated.