Asymmetric Margins in Prices and Retail Supply Chain Integration: The Spanish Vegetable Case

Several studies have observed asymmetric behavior between sale prices in the supermarket and the price paid to the farmer. This article presents the consequences derived from a simplified framework considering a scenario in which the retailer wishes to maintain balanced profits due to external pressures or because the retailers' strategy to differentiate themselves from the competition requires greater integration in the supply chain. It is shown that the price-fixing decision of the distributor may depend on the risk, measured by the relationship between demand elasticity and variable costs, as a result of uncertainty in consumer response to price variations. This risk arises from the existence of supply that is highly changeable in the short term and demand that is unpredictable.