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Geographical dispersion of consumer search behaviour

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  • Hakan Yilmazkuday

Abstract

This article investigates whether consumer search behaviour differs across zip codes within the U.S. As an application, daily gasoline price data covering virtually all gas stations within the U.S. are employed to estimate the distribution of search costs in each zip code. The results show that there are significant differences across zip codes regarding the expected number of searches achieved before consumers purchase gasoline. In order to have a systematic explanation, such differences are further connected to geographic, demographic, and economic conditions of the zip codes in a secondary analysis. The corresponding results imply several strategies for gas stations in order to maximize profits/markups; suggestions follow for policy makers and regulators to reduce redistributive effects of information barriers across locations.

Suggested Citation

  • Hakan Yilmazkuday, 2017. "Geographical dispersion of consumer search behaviour," Applied Economics, Taylor & Francis Journals, vol. 49(57), pages 5740-5752, December.
    • Handle: RePEc:taf:applec:v:49:y:2017:i:57:p:5740-5752
    DOI: 10.1080/00036846.2017.1340575
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    Cited by:

    1. Malloy Brandon, 2018. "The Supply Network and Price Dispersion in the Canadian Gasoline Market," Review of Network Economics, De Gruyter, vol. 17(2), pages 75-107, June.
    2. Carthy, Philip & Lunn, Pete & Lyons, Sean, 2018. "Demographic variation in active consumer behaviour: Who searches most for retail broadband services?," MPRA Paper 90366, University Library of Munich, Germany.

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    More about this item

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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