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Modelli comportamentali dei consumatori e strategie di pricing della Grande Distribuzione Organizzata. Implicazioni per le filiere agroalimentari

  • Carlo Russo
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    The paper discusses the implications of the emerging consumers behavior model for agri-food price distribution. The motivation of the study lies in the increasing relevance of the so-called basket-shoppers, who are consumers willing to buy multiple categories of products (including food) in a single shopping experience. Their purchasing decisions are based on making the maximum use of the whole basket, regardless of the individual products which go into it. This social change has prompted adaptations in the retail industry and the emergence of strategies based on one-stop-shops and category management. Such strategies focus on the joint profit maximization of the contents of the consumer’s entire basket, without considering the margins on individual products. The paper develops a simple theoretical model to describe the implications of such adaptation on agri-food price trends. In particular, the paper shows that if the retail industry consists of firms adopting category management techniques, food prices are less elastic and less correlated to the prices of agricultural products than they would be in the absence of such practices. Also, the model shows that agricultural price volatility increases and the margin on goods with inelastic demand (such as food) increases.

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    Article provided by FrancoAngeli Editore in its journal ECONOMIA AGRO-ALIMENTARE.

    Volume (Year): 15 (2013)
    Issue (Month): 1 ()
    Pages: 145-155

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    Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2013-001007
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    1. Paul R. Messinger & Chakravarthi Narasimhan, 1997. "A Model of Retail Formats Based on Consumers' Economizing on Shopping Time," Marketing Science, INFORMS, vol. 16(1), pages 1-23.
    2. Schroeter, John R. & Azzam, Azzeddine M., 1990. "Measuring Market Power in Multi-Product Oligopolies: The U.S. Meat Industry," Staff General Research Papers Archive 11112, Iowa State University, Department of Economics.
    3. Joyce J. Wann & Sexton Richard J., 1992. "Imperfect Competition in Multiproduct Food Industries with Application to Pear Processing," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 74(4), pages 980-990.
    4. Rafi Melnick & Haim Shalit, 1985. "Estimating the Market for Tomatoes," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 67(3), pages 573-582.
    5. Dockner, Engelbert J, 1992. "A Dynamic Theory of Conjectural Variations," Journal of Industrial Economics, Wiley Blackwell, vol. 40(4), pages 377-95, December.
    6. Puneet Manchanda & Asim Ansari & Sunil Gupta, 1999. "The “Shopping Basket”: A Model for Multicategory Purchase Incidence Decisions," Marketing Science, INFORMS, vol. 18(2), pages 95-114.
    7. Gérard P. Cachon & A. Gürhan Kök, 2007. "Category Management and Coordination in Retail Assortment Planning in the Presence of Basket Shopping Consumers," Management Science, INFORMS, vol. 53(6), pages 934-951, June.
    8. Azzeddine M. Azzam, 1999. "Asymmetry and Rigidity in Farm-Retail Price Transmission," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(3), pages 525-533.
    9. Vincent Nijs & Kanishka Misra & Eric T. Anderson & Karsten Hansen & Lakshman Krishnamurthi, 2010. "Channel Pass-Through of Trade Promotions," Marketing Science, INFORMS, vol. 29(2), pages 250-267, 03-04.
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