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A Structural Model of the Analysis of Retail Market Power: The Case of Fluid Milk

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  • Vardges Hovhannisyan
  • Brian W. Gould

Abstract

We derive a structural model of firm behavior that is composed of the Generalized Quadratic Almost Ideal Demand System to represent both consumers' milk preferences and firm profit maximization conditions that allow for a range of competitive scenarios. The importance of this specification is found in its fuller representation of consumer preferences, as opposed to the Linear Approximate Almost Ideal Demand System used in previous analyses. We apply this structural framework to investigate retailer conduct in the sale of beverage milk in a U.S. market using product-level data. Our Lerner Index estimates show that retailers are not perfectly competitive. However, this deviation is small. Copyright 2012, Oxford University Press.

Suggested Citation

  • Vardges Hovhannisyan & Brian W. Gould, 2012. "A Structural Model of the Analysis of Retail Market Power: The Case of Fluid Milk," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 94(1), pages 67-79.
  • Handle: RePEc:oup:ajagec:v:94:y:2012:i:1:p:67-79
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    File URL: http://hdl.handle.net/10.1093/ajae/aar124
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    Cited by:

    1. Hovhannisyan, Vardges & Stiegert, Kyle W. & Bozic, Marin, 2013. "On Endogeneity Of Retail Market Power In An Equilibrium Analysis: A Control Function Approach," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149830, Agricultural and Applied Economics Association.
    2. Anonymous & Marchant, Mary A. & McKenzie, Andrew M. & Paudel, Krishna P., 2014. "Table of Content," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(02), May.
    3. Lopez, Rigoberto A. & Zheng, Hualu & Azzam, Azzeddine, 2015. "Oligopoly Power in the Food Industries Revisited: A Stochastic Frontier Approach," Working Papers 39, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    4. Xiaowei Cai & Kyle W. Stiegert, 2013. "Economic analysis of the US fluid milk industry," Applied Economics Letters, Taylor & Francis Journals, vol. 20(10), pages 971-977, July.
    5. Hovhannisyan, Vardges & Bozic, Marin, 2013. "A Benefit-Function Approach to Studying Market Power: An Application to the U.S. Yogurt Market," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 38(2), August.
    6. Hovhannisyan, Vardges & Stiegert, Kyle & Bozic, Marin, 2014. "On the Endogeneity of Retail Markups in an Equilibrium Analysis: A Control-Function Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 39(2), August.

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