Il ruolo delle marche commerciali in alcuni comparti del mercato lattiero-caseario

Translated title of the contribution: [Autom. eng. transl.] The role of commercial brands in some sectors of the dairy market

Elena Castellari, Alessandro Bonanno

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] This chapter presents an analysis of the role of commercial brands (also called Private Labels, PLs) within the Italian dairy market, analyzing four product categories: drinking milk, yogurt, butter and parmesan cheese. For the analysis IRI (Information Resources Incorporated) Infoscan scanner data were used for the five-year period 2004-2008, with the exception of grana cheeses for which the analysis stops in 2007. After an introductory paragraph on the PLs "phenomenon", they will be examined the market shares of these brands for the different products within the categories mentioned above, by geographical area and by category of point of sale, focusing on the importance of the price factor in their distribution.
Translated title of the contribution[Autom. eng. transl.] The role of commercial brands in some sectors of the dairy market
Original languageItalian
Title of host publicationIl mercato del latte Rapporto 2009
Pages401-426
Number of pages26
Publication statusPublished - 2009

Keywords

  • mercato caseario
  • private label

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