Strategic segmentation of a market

When competing firms target information towards specific consumers through direct marketing activities, complete segmentation of markets can result. We analyze a two-stage duopoly where, prior to price competition, each firm targets information to specific consumers and only consumers informed by a firm can buy from it. This has the effect of endogenously determining market segments in a model of ‘sales'. In equilibrium, pure local monopoly emerges; firms target and sell to mutually exclusive market segments. When the cost of marketing approaches zero, market shares reflect relative production efficiency (equal shares when firms are symmetric); this may not be the case when marketing cost is high.     

Food-away-from-home plate waste in China: Preference for variety and quantity

China is observing a rapid increase of food-away-from-home (FAFH) plate waste along with economic growth. Food waste reduces food use efficiency, exerts pressure on environment and resources, and threatens national food security. This study analyzes the impact of consumers’ preference for variety and restaurants’ dish portions on FAFH plate waste using a survey data from 170 restaurants in Beijing and Lhasa. The primary findings are that higher food variety leads to less plate waste and bigger portion size results in more plate waste. We also observe that increases in consumers’ income lead to more plate waste. Moreover, the Chinese Face-culture plays a significant role on consumers’ plate waste. Serving dishes with suitable portions in restaurants should be incentivized to help reduce both the amount and rate of plate waste. Our results can suggest relevant policy tools to nudge people in forming sustainable consumption behavior and provide valuable implications for reducing food waste and improving food security in China.     

Pricing with Endogenous Direct Advertising in a Monopoly

This paper develops a model of informative advertising in which a firm builds a database using its historical sales records in order to directly target ads on those consumers who have a high probability of purchasing its products. We show that the firm can use this type of direct advertising as a screening mechanism to identify high demand consumers. As a result, direct advertising can work essentially as a device to increase a firm's monopoly power. From a social point of view, this implies that the transition from traditional mass-advertising to direct advertising can generate a trade-off between higher advertising efficiency and greater monopoly power. We compute the model to shed light on the relative strength of these two forces, and find that while direct advertising might have a substantial negative impact on consumers, this advertising technology can only occasionally reduce welfare.     

Chinese consumers’ preferences for food quality test/measurement indicators and cues of milk powder: A case of Zhengzhou,China

Many food regulations focus on test/measurement indicators, such as hazard analysis and critical control points (HACCP) and traceability, etc. Other than these indicators, the food industry uses various cues such as product origin as indicators of product quality. However, in an environment where consumers’ confidence in food safety is low due to frequent food safety scandals, little is known about the efficiency of these test/measurement indicators and cues. This paper used the primary data collected in Zhengzhou (China) to estimate consumers’ preferences for test/measurement indicators and a new cue of “own farm” for milk powder. Our results show that country of origin is the most important cue attribute, followed by price and own farm. The importance of test/measurement indicators such as organic, traceability, and HACCP certification is relatively low. Also, the individual parameter estimates show that consumers’ preferences for test/measurement indicators currently in the market are weak and fragile. Interestingly, price has an inverse-U-shaped relationship with consumer utility, implying that Chinese consumers may perceive low-price milk powder as low quality. The results of this study provide important insight for regulatory authorities and the food industry to develop more effective policies and programs to improve consumer preferences for milk powder.     

The distributional effect of the rice policy in Japan, 1986–2010

This study aims to evaluate the distributional effect of the governmental rice policy in Japan on producers, consumers, and government expenditures from 1986 to 2010 using a partial equilibrium model. Policy measures include government purchase of rice, output payment, and acreage control. The simulation result shows that acreage control has been the principal policy measure for transferring income to producers, especially since the enforcement of the WTO Agreement on Agriculture. Acreage control is the policy measure with the lowest total efficiency and highest budgetary efficiency. This result implies that the government’s goal of transferring income to producers with minimum government cost has been achieved through a combination of policy measures.     

Flawed Economic Models Have Misled RPM Policy: Changes in Canada,Europe and the United States

Some of the influential literature that supports the resale price maintenance efficiency view is flawed when it relies on presale services that do not modify the value-in-use of a good. Crucially, we consider that value-in-use may differ from prepurchase perceived value. We apply the value-in-use standard, which exposes the loss in consumer surplus in Bork’s model and reveals that even Bork’s dissenters significantly underestimate their calculated losses to inframarginal consumers. When consumer surplus is the antitrust/competition policy standard, our results suggest that a rule-of-reason regime where authorities or agencies bear the burden of proof can be unfavourable to consumers.     

Ordered search in differentiated markets

This paper presents an ordered search model in which consumers search both for price and product fitness. I construct an equilibrium in which there is price dispersion and prices rise in the order of search. The top firms in consumer search process, though charge lower prices, earn higher profits due to their larger market shares. Compared to random search, ordered search can induce all firms to charge higher prices and harm market efficiency.     

Transparency regulation in broadband markets: Lessons from experimental research

This article presents a research project in experimental law and economics about transparency regulation in markets for experience goods, with implications for the implementation of transparency requirements in broadband markets. European and American regulators have introduced transparency policies in the broadband sector, although their effects on market actors are not fully understood. The experiment evaluates the effects of increased transparency on various market outcomes. Four scenarios are compared in which end-users have different amounts of information about quality. Findings of this research suggest that (1) more information about quality leads to higher total surplus and higher consumer surplus; (2) quality provided by firms increases with the level of transparency; and (3) quality and efficiency are marginally higher when full information about quality is only available to some consumers, than when all consumers have imperfect information about quality. To these findings a number of conclusions are attached relevant for broadband policy.     

Me and you and everyone we know: An empirical analysis of local network effects in mobile communications

This paper investigates the importance that consumers assign to local network effects, i.e. the extent to which they take account of their contacts’ mobile operators when choosing a provider for themselves. The authors identify individual characteristics that affect the importance consumers attach to local network effects. The study relies on a survey of 193 Italian students. The results show that consumers are highly heterogeneous with respect to the importance they give to the operators chosen by their friends/family members in choosing which provider to use. This heterogeneity is associated with individual innovativeness and patterns of mobile phone usage. For instance, consumers who are more interested in local network effects are typically more-aware users, who use voice services quite intensively. These consumers, who pay attention to local network effects, spend comparatively little proportional to the intensity of their mobile usage.     

Real-Time Pricing and Imperfect Competition in Electricity Markets*

We analyze the effects of the adoption of real-time pricing (RTP) of electricity when generating firms have market power. We find that an increase in consumers on RTP contracts decreases peak prices and increases off-peak prices, increases consumer surplus (both for switching and non-switching consumers) and welfare, while decreasing industry profits, with these effects being magnified by the extent of market power. We illustrate these results by calibrating our model to the New Zealand electricity market, and find that taking into account the market power of generating firms increases the efficiency gains from RTP adoption by 41%.     

Consumer search and income inequality

Competition and consumer search costs can lead to price dispersion in an oligopoly. IO research has long identified the existence of search costs and estimated their distribution and is now beginning to study which consumers sit where in the distribution. This paper argues for a view of consumer protection and competition policy that considers distributional outcomes along with efficiency. We discuss the evidence on how consumer search varies over the income distribution and provide a literature review that summarizes research on (i) the search-income gradient; (ii) mechanisms for the gradient; and (iii) how search-based price discrimination can give rise to regressive price dispersion. Through our review, we collect evidence from a wide range of industries that shows that low-income consumers tend not to search. We then draw on research from IO, marketing, finance, urban, and behavioral economics for explanations as to why this pattern persists. Finally, we conclude that IO researchers have much to offer in identifying and quantifying the distributional impacts of market power, thereby contributing to current academic and policy debates on efficiency-equity trade-offs in policy design.     

Referrals in search markets

This paper compares the equilibrium outcomes in search markets with and without referrals. Although it seems clear that consumers would benefit from referrals, it is not at all clear whether firms would unilaterally provide information about competing offers since such information could encourage consumers to purchase the product elsewhere. In a model of a horizontally differentiated product market with sequential consumer search, we show that valuable referrals can arise in the equilibrium: a firm will give referrals to consumers whose ideal product is sufficiently far away from the firm's offering. We allow firms to price-discriminate among consumers, and consumers to misrepresent their tastes. We found that the equilibrium profits tend to be higher in markets with referrals than in markets without. Consumers tend to be better off in the presence of referrals when search costs are not too low, and under a certain parameter range, referrals lead to a Pareto improvement.     

What can we learn from past price stabilization policies and market reform in Mexico?

This paper reviews experience with policy reforms in the maize sector in Mexico, beginning in the 1980s with particular reference to impacts on price variability. It analyses Mexico’s transition from past price stabilization policies under a state-trading enterprise to market reforms implemented during the 1990s. The nature, extent, and costs to producers and consumers of maize policies is discussed for both the pre-reform and the reform periods. Although wide ranging reforms have been introduced, impacts on efficiency and fiscal outlays have been less than expected.     

Enhancing Concept Test Validity by Using Expert Consumers

In standard concept testing practice, consumers may be invited to participate in a test if they use or possess the product. However, merely using or possessing a product is no guarantee that a consumer has the level of product knowledge that is necessary for judging the concept. Conducting a concept test with consumers who lack the necessary product knowledge may jeopardize the validity of the test results. That is, the results of such a concept test may not accurately indicate how consumers will evaluate the real product. To ensure the validity of concept test results, Jan Schoormans, Roland Ortt, and Cees de Bont suggest that consumers who are invited to participate in a concept test should possess a degree of product knowledge. When a consumer is asked to evaluate a concept, their product expertise allows them to understand product information faster, fill in missing information, and learn more easily. Consumers with product expertise are better able to discriminate between important and unimportant aspects of a product. They are also better able to infer benefits from a product's physical attributes. To explore the effects of consumer expertise on the quality of the evaluations provided by concept tests, the authors conducted two experiments, both of which resemble actual concept tests. The first experiment examines the effect of consumer expertise on the results of a concept test for a major innovation, Videotext. This experiment tests the hypothesis that the similarity between the evaluations of a concept and an actual product will be greater for consumers with a high level of product-category expertise than for consumers with low product-category expertise. The results of the experiment clearly support the idea that product-category expertise enhances a respondent's ability to evaluate concepts in a test of major innovations. From this, it is concluded that only respondents with high product-category expertise should be used for concept tests of major innovations. The second experiment explores the effects of product expertise on consumers' evaluations of a minor innovation, a redesigned coffee maker. This experiment tests two hypotheses. First, it is proposed that consumers with high product expertise give more consistent evaluations in a concept test than consumers with low product expertise. Second, it is suggested that consumers with product expertise generate more stable evaluations over time than consumers without product expertise. The results of this experiment clearly indicate that using consumers with moderate to high levels of product expertise is beneficial to the validity of the results from concept tests of minor innovations.     

供热计量数据远传系统应用研究

在信息化的今天,传统的热量抄表计费方式有着误差大、效率低、耗费多、用户自身对供热不可控等种种缺陷,这已经严重阻碍了我国节能事业的发展。通过开发一种基于热能表的数据远传系统,使得用热用户可以清晰地查询和控制自己的所用热量,并根据自身用热费用和室内温度相应调整供热量。     

Consumer behavior towards on-net/off-net price differentiation

This paper explores how consumers react towards price differentiation between on-net and off-net calls in mobile telecommunications - a pricing policy that is common in many mobile telecommunications markets. Based on a survey of 1044 students it is demonstrated that some consumers may suffer from a "price differentiation bias", i.e., a fair number of consumers may overestimate the savings that result from reduced on-net and/or off-net charges, as they do not appear to weigh the prices with the probabilities of placing off-net and on-net calls. This may help to explain why it have been the smaller operators in various countries who have introduced on-net/off-net price differentiation. The paper also discusses the implications that such a consumer bias may have for market competition.     

US and German consumer preferences for ground beef packaged under a modified atmosphere – Different regulations,different behaviour?

New technologies in food processing can provide advantages to consumers and producers but often the technologies are applied in different, country-specific regulatory climates. Modified atmosphere packaging extends the shelf life of fresh meat and, with the inclusion of carbon monoxide, stabilizes colour. These packaging technologies can be used in the US and Europe, although a modified atmosphere package that includes carbon monoxide is allowed only in the US. This study applies choice experiments to analyse preferences of US and German consumers towards the meat attributes enhanced by the packaging. Results show that longer shelf life is preferred in the US as long as the technology is understandable. Consumers in both countries have clear preferences for cherry red meat colour. However, providing information on the use of carbon monoxide in the packaging decreases US consumers’ willingness to pay and increases some German consumers’ willingness to pay.     

Optimal antitrust policy under different regimes of fines

This paper shows how antitrust laws against price-fixing can be enforced efficiently in the presence of asymmetric information between the authorities and the industry, and under different regimes of pecuniary punishment. We consider two regimes of fines that are often used in practice. The first involves a fine based on revenues of the industry while the second is related to the damage caused to consumers. The analysis shows that since investigation is costly, it is optimal from a welfare point of view to tolerate some degree of collusion in both cases. Comparing the deterrence levels, we show that no regime is a priori better than the other. In addition, we show that for industries where the possibilities of collusion are small, the first system dominates the second in terms of efficiency. Conversely, for high possibilities of collusion, the second system is better.     

Competition and Efficiency in Transacting: The Case of Residential Real Estate Brokerage

This paper examines the functioning of the market for brokerage services for residential real estate. The central issue addressed is whether the manner in which brokerage services have traditionally been provided and priced is consistent with efficiency. In approaching this question, the paper first describes the activities usually associated with the brokerage function and develops criteria for the efficient provision of brokerage services. After the structural characterisitcs and pricing practices of the brokerage industry are analyzed, a model of brokerage firm competition is developed. The principal finding is that the traditional absence of price competition among brokers may have led to an inefficiently large commitment of resources to the brokerage industry, supported by excessive rates for consumers of brokerage services. These results stem from the way that competitive pressures emerge when price competition is largely suppressed.     

The healthcare network economy: The role of Internet information transfer and implications for pricing

Over the past several decades, in an effort to increase quality and efficiency, more emphasis has been placed on preventive medicine, active participation of consumers in their healthcare, and healthcare networks that collaboratively provide medical care. This article addresses how the Internet has facilitated the development of new communication flows between networked stakeholders and the impact information transparency has on the demand for and the delivery of healthcare. Using actual patient treatment data, interviews with practitioners, and consumer interaction on Internet message boards, we discuss how increased information transfer shapes healthcare coverage and treatment options and the managerial implications for healthcare pricing along the value chain.