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Optimal retail pricing of a store brand

S. Chan Choi (Rutgers Business School, Newark, New Jersey, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 18 April 2008




This paper seeks to provide a practical methodology for a retailer's pricing decisions for a store brand in relation to the corresponding national brand's price.


Demand functions for the national and store brands are derived by mixing two consumer heterogeneity distributions: reservation price and quality‐price trade‐off. Unlike the existing theoretical models, a flexible gamma distribution is employed for practicality. A numerical approach is proposed for finding an optimal price for the store brand.


The proposed methodology is flexible and computationally straightforward, and is based on economic models. Instead of deriving generalized theories, however, a numerical approach using survey data is developed for more practicality.

Practical implications

The proposed methodology allows managers to find the optimal price for a store brand using survey data.


The proposed methodology overcomes the limitations of the existing methodologies, i.e. the discontinuous nature of the conjoint analysis‐based approach and the theoretical nature of the economic model approach.



Chan Choi, S. (2008), "Optimal retail pricing of a store brand", Journal of Product & Brand Management, Vol. 17 No. 2, pp. 108-114.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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