Consolidated Markets, Brand Competition, and Orange Juice Prices
No hay miniatura disponible
Fecha
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
This paper examines how consolidation in the marketing system affects prices for orange juice. We isolated the pricing behavior of brand marketers, wholesalers, and retailers by observing the retail prices for specific orange juice products, including leading national brands and private label brands, in 54 U.S. markets over a 1-year period. The data provided little compelling evidence that consolidated markets engaged in non-competitive pricing behavior. Increased brand competition, particularly between private labels and leading national brands, did, however, appear to lower average market prices.