Many U.S. consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands, and such brands have about an 18 percent market share. Companies like Costco use a ________ strategy to sell products that they do not manufacturer themselves.

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Private branding is when a retailer sells products under its own brand name, which are manufactured by another company. This strategy allows retailers like Costco to offer lower-cost alternatives to national brands.

Many US Consumers Purchase Store Brands Like Kirkland at Costco Because