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Dr. Li Zhen's Lecture

Post Time:2017-03-15

Time:March 17th, 2017   9:30 a.m.

Location:Information Building  #0224

Lecturer:Zhen Li ,received his M.A. and Ph.D. in Commerce from Graduate School of Business Administration, Kobe University, Japan, in 2012 and 2015, respectively. He currently is a tenured lecturer in theDepartment of Marketing, Faculty of Business Administration, Toyo University, Japan, and a research fellow at Data Science Laboratory, Kansai University. His research interests focus on marketing science, consumer behavior, applied econometrics, and data mining, and he has published several works on the above domain.

Dr. Li also participates in a cross-subjects research project with the combination of big data and marketing research, and has presented work at some international conferences. His research project was voted “Leading Initiative for Excellent Young Researchers (LEADER)” by MEXT, and he was nominated for 2016 Young Scholar Award by marketing science society.

Title:Does the Existence of Private-Label Brands Really Impede National Brands Sales? Empirical Evidence Based on POS Data

Introduction:Traditional marketing theory suggests that there is a competitive relationship between private-label brands (PLBs) and national brands (NBs). Although prior research has presented a theoretical possibility that the existence of PLBs may benefit the sales performance from NBs under certain conditions, this conclusion still lacks the support of empirical studies. Building on this idea, we try to explore whether there is a complementary relationship between PLBs and NBs and how the existence of PLBs influence NBs sales outcomes, if any. The present study proposes statistical model to investigate sales effect of PLBs on NBs by using point-of-sales data from a Japan’s supermarket. Major findings suggest that though the sales volume of PLBs has a negative impact on NBs sales on the whole, it is positively correlated with the standard deviation of NBs sales. Using grouped regression, we found that as the demand of PLBs increased, the sales of normal NBs decreased but popular NBs are not. In addition, through the analysis on customers’ purchase records, the finding suggests that the existence of PLBs even may also help NBs to acquire potential new customers to some extent. The major contribution of this study is to demonstrate the sales effect of private-label brands on national brands from the angle of empirical evidence. This study can help retailers to further understand the relationship between relative sales outcomes of PLBs and NBs, and improve the rationality and efficiency of product assortments.