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Volume 3
Issue 3
Online publication date 2010-10-14
Title Private label development in the Republic of Serbia
Author Jelena Koncar, Goran Vukmirovic, Zita Petrovic Katai
Abstract The paper is focused on market research of private label development in Serbia from 2005 to 2010. Core objective of the paper relates to the comparative analyses of private labels portfolios and strategies between different retail formats. The data used for the research are official statistical data and data collected within the interviews of consumers (200 samples) and private labels managers in four retail chains. Characteristics of private labels between different product categories are not high statistically different from its characteristics at EU markets. Private labels will continue to raise its market and category shares with the high rate in the next 5 years at Serbian retail market.
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References
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Bontemps C., Orozco V., Requillart, V., 2008. Private labels, national brands and food prices, IDEI Working Papers 402, Institut d'Économie Industrielle (IDEI) 

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Lovreta, S. et al., 2009. Strategija razvoja trgovine Republike Srbije [Trade development strategy of the Republic of Serbia], NICEF, Belgrade

Lovreta, S., Končar, J., Petković, G., 2009. Kanali marketinga [Marketing Channels ], CID Faculty of Economics Belgrade, Belgrade

PLMA, 2009. Store brands and the recession, PLMA Consumer Research Report, PLMA

Sckokai, P., Soregaroli, C., 2008. “Impact of private labels development across retailers formats: Evidences from the Italian dairy market,” Review of Agrucultural and Environmental Studies, No87, pp.27-47

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Keywords Private label, retail concentration, marketing channel, category management
DOI http://dx.doi.org/10.15208/beh.2010.31
Pages 105-110
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