Strategic Marketing Behavior of Private Label and Organic Product Firms: A Case Study of the Pre-packaged Salad Sector
Doctor of Philosophy
Date of Defense:
November 12, 2012
Edward C Jaenicke, Dissertation Advisor/Co-Advisor Alessandro Bonanno, Committee Member Spiro E Stefanou, Committee Member Coenraad Arnout P Pinkse, Committee Member
New product introduction Social welfare Private label Marketing Behavior Likelihood Ratio Test Random Coefficient Model
This research studies the strategic marketing behavior of food manufacturing firms and the welfare implications of their behavior in the pre-packaged salad industry. To achieve the objectives, we examine consumers’ choices among pre-packaged salad options by two alternative methods both of which study discrete choice models with unobserved product characteristics. We study the strategic behavior of food manufacturing firms by a game theoretic approach. Estimates of demand are used for obtaining firms’ markups in equilibrium and conducting welfare analysis for counterfactual changes. We conduct welfare changes for both consumers and manufacturers caused by the introduction of new organic products.