Uniform Pricing in U.S. Retail Chains

Stefano DellaVigna and Matthew Gentzkow

The Quarterly Journal of Economics, 2019, vol. 134, issue 4, 2011-2084

Abstract: We show that most U.S. 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 ${\$}$16 million 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 intranational trade costs.

Date: 2019
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Citations: View citations in EconPapers (153)

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Working Paper: Uniform Pricing in US Retail Chains (2017)
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