Retailers that wish to have greater pricing freedom are likely to carry private brands because consumers find it difficult to make exact comparisons between private brands and national brands.

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Private brands, also known as store brands, are specifically developed and sold by retailers. Since these brands are unique to each retailer, consumers cannot compare them to national brands in terms of exact product attributes and price. This gives retailers greater pricing freedom as they are not competing with the price points of national brands.

Retailers That Wish to Have Greater Pricing Freedom Are Likely