Conjectures, firm characteristics, and market structure : An empirical assessment

This paper makes use of a unique data set to investigate how firms in the Vancouver, British Columbia retail-gasoline market view their rivals and how consumers in turn view these firms. Own- and rival-price elasticities of demand, conjectural variations, and Lerner indices are estimated for thirteen service stations in a submarket of Vancouver. These variables are then related to firm characteristics such as type of ownership, degree of horizontal and vertical integration, and type of service. In this way, systematic patterns in seller behavior and in buyer attitudes are revealed.