Pricing private-label products is becoming a tricky game in supermarket health and beauty care aisles. Depending on the strategy, whether it's to compete with Wal-Mart, make a good profit or establish a price-value relationship in the consumer's mind, retailers are scrutinizing their private-label pricing as well as their packaging and promotions. Andy McPheeters, nonfood buyer and merchandiser at the 16-unit Stanley Stores, Bay City, Texas, complains that mass merchandisers sell branded ...

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