Факторы, влияющие на результативность собственной торговой марки в ритейле
More and more Russian retail chains introduce private labels (PV) in there assortments. This phenomenon is still understudied in Russian scientific environment. To our knowledge, our article is a first attempt to empirically study PV performance on the basis of sales data from a retail chain located in Permskii Krai. The analysis showed that PV price, which is significantly lower than competitors’ price, does not influence private label sales. In this case, retailers can increase private label price to earn higher profits. Also it was investigated that less quantity of PV competitors and discount campaigns increase its performance. Based on these results retailers can manage their policy towards PV promotion.