Joe Pinsker wrote an article for The Atlantic about private label products titled The Two Most Mysterious Words in Modern Shopping.

Most interesting paragraph:

« The market-research firm IRI has found that the prices of private-label products are on average 20 percent lower than those of brand-name products, but there’s apparently such a thing as too good of a deal. Christopher Durham, the private-label consultant, told me a story about working with a retailer on a pack of private-label batteries. Their price was about 60 percent cheaper than what the brand-name version was selling for, but even though Durham said they were of comparable quality, sales were “very, very slow on them.” He and his team experimented with different prices, and arrived at a somewhat amazing conclusion: “We could move the price up to about 25 percent less than the national brand, and the [sales] volume went up about seven times. Which is crazy, right? But [the customer was thinking], These are so cheap—I don’t trust them.” »

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