On the Local Nature of National Brands in Consumer Packaged Goods Industries

论消费品行业民族品牌的本土性

• 批准号: 0644761
• 负责人: Raphael Thomadsen
• 金额: --
• 依托单位: University of California-Los Angeles
• 依托单位国家: 美国
• 项目类别: Continuing Grant
• 财政年份: 2007
• 资助国家: 美国
• 起止时间: 2007-01-15 至 2010-12-31
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0644761&HistoricalAwards=false
• 关键词: Local; Nature; National; Brands; Consumer

Consumer packaged goods (CPG) industries form a large sector of the domestic U.S. economy. Surprisingly, the national brands in these industries have market shares and quality perceptions that vary substantially across local U.S. geographic markets even when the brands have very similar product characteristics. Although central to understanding competition in CPG industries and the conduct of manufacturers, the underpinnings of this phenomenon have not been studied in depth before. This research program contains three related studies aimed at studying the origins and stability of geographic variation in the performance of national CPG brands. This is done through a combination of descriptive and structural econometric modeling approaches using sales, price, and marketing data from supermarkets collected across 50 major U.S. cities. The program will provide measures of the effects of local branding on national competition. The work will have implications beyond the immediate question of what accounts for the variation. For regulators, the local data suggest different degrees of monopoly power by manufacturers than suggested by national data. Also, a better understanding of "local branding" in CPG industries should help advance study of such processes in other industries also. Finally, the project will yield a resource for other researchers in the form of data-processing scripts to aggregate an extensive CPG database that will soon be widely available.

消费品包装（CPG）行业构成了美国国内经济的一个大部门。令人惊讶的是，这些行业的国家品牌在美国当地地理市场的市场份额和质量认知差异很大，即使这些品牌具有非常相似的产品特征。尽管这是理解CPG行业竞争和制造商行为的核心，但这一现象的基础以前没有深入研究过。 本研究计划包含三项相关研究，旨在研究国家CPG品牌表现的地理差异的起源和稳定性。这是通过描述性和结构性计量经济建模方法相结合来完成的，使用从美国50个主要城市收集的超市的销售、价格和营销数据。该计划将提供当地品牌对国家竞争的影响的措施。这项工作的意义将超出解释这种变化的直接问题。 对于监管机构来说，本地数据表明制造商的垄断程度与全国数据不同。此外，更好地了解“本地品牌”在中央政府行业应有助于推进研究其他行业的这种过程。 最后，该项目将以数据处理脚本的形式为其他研究人员提供一个资源，以聚合一个广泛的CPG数据库，该数据库将很快被广泛使用。