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An Analysis of the Private Labels Impact on the Branded Tablet PCs Pricing

Student: Korosteleva Elena

Supervisor: Aleksandr V. Butukhanov

Faculty: Faculty of Economics

Educational Programme: Bachelor

Final Grade: 8

Year of Graduation: 2014

<p>Nowadays scholars show a growing interest in the field of pricing on different markets. It is not coincidence because pricing is a fundamental process of every company. Obviously, the pricing depends on many factors, as well as the specifics of a particular market.</p><p>Market of the electronics has many features; one of them is constant change and improvement of a technology that is used in production. This feature is also relevant to the tablet computers industry.&nbsp; Over the past several years the market of tablet PCs has sharply developed. Nowadays it consists of more than 1000 models and around 90 brands that are available for sale in Saint Petersburg. And most of these brands are private labels or, in other words, B-brands. It is necessary to mention that all tablet computers have almost the same set of characteristics, but greatly vary in price.</p><p>In this research we evaluated the tablet computers market and our main purpose was to determine whether there is dependence between prices of branded tablet PCs and existence of private labels of tablet computers on market. We also have a sub goal that was to identify whether there are any other &nbsp;factors which impact pricing of branded tablet PCs. &nbsp;&nbsp;&nbsp;</p><p>The main source of information of this paper is online service &ldquo;Yandex Market&rdquo;, which includes information not only about prices of tablet computers, but also data about main tablet PCs characteristics.&nbsp; For the research we use the dataset that consists of 791 observations.</p><p>There is a vast body of literature is devoted to pricing on electronics market where the hedonic or cluster analyses are used. In this research we used both cluster and hedonic approaches. The cluster approach we used for a creation of new explanation variable and then we applied the hedonic analysis to determine influencing factors.&nbsp;&nbsp;&nbsp;</p><p>Throughout the exploration we identified that pricing of branded tablet PCs depends on many factors, one of them is existence B-brands of tablet computers on market.</p><p>The results of this research have an empirical value not only for companies, which produce branded electronic goods, but also for consumers who intends to purchase tablet computer.</p>

Full text (added June 4, 2014) (334.89 Kb)

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