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Demand Complementarities, Household Production, and Retail Assortments

Author

Listed:
  • Roger Betancourt

    (University of Maryland)

  • David Gautschi

    (INSEAD)

Abstract

This paper presents a formal model of retail demand, based upon a household production framework, that permits rigorous analysis of retail assortments. The model captures the essential shifting of distribution costs between retailers and consumers that manifests itself in retailers' provision of distribution services for consumers. We apply the model to define rigorously conventional retailing concepts, such as assortment breadth and depth, and to explain the appearance of certain well-known phenomena such as market-basket pricing, nonprice retail competition, and the incentives for retail agglomerations to form. Throughout, distribution services play a critical role in binding together the analytical model and the diverse reality giving rise to retail assortments.

Suggested Citation

  • Roger Betancourt & David Gautschi, 1990. "Demand Complementarities, Household Production, and Retail Assortments," Marketing Science, INFORMS, vol. 9(2), pages 146-161.
  • Handle: RePEc:inm:ormksc:v:9:y:1990:i:2:p:146-161
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    File URL: http://dx.doi.org/10.1287/mksc.9.2.146
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    Citations

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    Cited by:

    1. Alessandro Bonanno & Rigoberto A. Lopez, 2007. "Competition Effects of Supermarket Services," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 91(3), pages 555-568.
    2. Keh, Hean Tat & Chu, Singfat, 2003. "Retail productivity and scale economies at the firm level: a DEA approach," Omega, Elsevier, vol. 31(2), pages 75-82, April.
    3. repec:eee:jouret:v:85:y:2009:i:1:p:56-70 is not listed on IDEAS
    4. Trichy Krishan & Kitty Koelemeijer & Ram Rao, 2002. "Consistent Assortment Provision and Service Provision in a Retail Environment," Marketing Science, INFORMS, vol. 21(1), pages 54-73, April.
    5. repec:eee:joreco:v:41:y:2018:i:c:p:211-217 is not listed on IDEAS
    6. repec:eee:joreco:v:18:y:2011:i:5:p:397-404 is not listed on IDEAS
    7. Emek Basker & Shawn Klimek & Pham Hoang Van, 2008. "Supersize It: The Growth of Retail Chains and the Rise of the "Big Box" Retail Format," Working Papers 08-23r, Center for Economic Studies, U.S. Census Bureau, revised Sep 2011.
    8. repec:eee:joreco:v:39:y:2017:i:c:p:208-218 is not listed on IDEAS
    9. D. VAN DEN POEL & Jan J. DE SCHAMPHELAERE & G. WETS, 2003. "Direct and Indirect Effects of Retail Promotions," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/202, Ghent University, Faculty of Economics and Business Administration.
    10. Esbjerg, Lars & Grunert, Klaus G. & Bech-Larsen, Tino & Juhl, Hans Jørn & Brunsø, Karen, 2005. "MANUFACTURER AND RETAILER BRANDS IN FOOD RETAIL ASSORTMENTS Notes from a shopping trip across Europe," MAPP Working Papers 85, University of Aarhus, Aarhus School of Business, The MAPP Centre.
    11. Dippold Katrin & Hruschka Harald, 2013. "A Model of Heterogeneous Multicategory Choice for Market Basket Analysis," Review of Marketing Science, De Gruyter, vol. 11(1), pages 1-31, September.
    12. Bonanno, Alessandro & Chenarides, Lauren & Goetz, Stephan J., 2012. "Limited Food Access as an Equilibrium Outcome: An Empirical Analysis," 2012 AAEA/EAAE Food Environment Symposium, May 30-31, Boston, MA 123196, Agricultural and Applied Economics Association.
    13. Roger Betancourt & Monica Cortiñas & Margarita Elorz & Jose Mugica, 2007. "The demand for and the supply of distribution services: A basis for the analysis of customer satisfaction in retailing," Quantitative Marketing and Economics (QME), Springer, vol. 5(3), pages 293-312, September.
    14. repec:eee:joreco:v:17:y:2010:i:1:p:61-72 is not listed on IDEAS
    15. Dellaert, B.G.C., 2018. "The Consumer Production Journey: Marketing to Consumers as Co-Producers in the Sharing Economy," ERIM Report Series Research in Management ERS-2018-001-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    16. Vanessa von Schlippenbach, 2008. "Complementarities, Below-Cost Pricing, and Welfare Losses," Discussion Papers of DIW Berlin 788, DIW Berlin, German Institute for Economic Research.
    17. Katrin Dippold & Harald Hruschka, 2013. "Variable selection for market basket analysis," Computational Statistics, Springer, vol. 28(2), pages 519-539, April.
    18. Harald Hruschka, 2017. "Multi-category purchase incidences with marketing cross effects," Review of Managerial Science, Springer, vol. 11(2), pages 443-469, March.
    19. repec:eee:joreco:v:33:y:2016:i:c:p:62-71 is not listed on IDEAS
    20. Dippold, Katrin & Hruschka, Harald, 2010. "Variable Selection for Market Basket Analysis," University of Regensburg Working Papers in Business, Economics and Management Information Systems 443, University of Regensburg, Department of Economics.
    21. Rajeev K. Tyagi, 2004. "Technological Advances, Transaction Costs, and Consumer Welfare," Marketing Science, INFORMS, vol. 23(3), pages 335-344, January.
    22. Emek Basker & Chris Vickers & Nicolas L. Ziebarth, 2018. "Competition, Productivity, and Survival of Grocery Stores in the Great Depression," Working Papers 18-24, Center for Economic Studies, U.S. Census Bureau.
    23. Raajpoot, Nusser A. & Sharma, Arun & Chebat, Jean-Charles, 2008. "The role of gender and work status in shopping center patronage," Journal of Business Research, Elsevier, vol. 61(8), pages 825-833, August.

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