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Uniform Pricing in US Retail Chains

Author

Listed:
  • Stefano DellaVigna
  • Matthew Gentzkow
Abstract
We show that most US food, drugstore, and mass merchandise chains charge nearly-uniform prices across stores, despite wide variation in consumer demographics and competition. Demand estimates reveal substantial within-chain variation in price elasticities and suggest that the median chain sacrifices $16m of annual profit relative to a benchmark of optimal prices. In contrast, differences in average prices between chains are broadly consistent with the optimal benchmark. We discuss a range of explanations for nearly-uniform pricing, highlighting managerial inertia and brand-image concerns as mechanisms frequently mentioned by industry participants. Relative to our optimal benchmark, uniform pricing may significantly increase the prices paid by poorer households relative to the rich, dampen the response of prices to local economic shocks, alter the analysis of mergers in antitrust, and shift the incidence of intra-national trade costs.

Suggested Citation

  • Stefano DellaVigna & Matthew Gentzkow, 2017. "Uniform Pricing in US Retail Chains," NBER Working Papers 23996, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:23996
    Note: CF EFG IO ITI LE LS ME PE PR
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • D9 - Microeconomics - - Micro-Based Behavioral Economics
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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