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Zone Pricing in Retail Oligopoly

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Abstract

We quantify the welfare effects of zone pricing, or setting common prices across distinct markets, in retail oligopoly. Although monopolists can only increase profits by price discriminating, this need not be true when firms face competition. With novel data covering the retail home improvement industry, we find that Home Depot would benefit from finer pricing but that Lowe’s would prefer coarser pricing. The use of zone pricing softens competition in markets where firms compete, but it shields consumers from higher prices in markets where firms might otherwise exercise market power. Overall, zone pricing produces higher consumer surplus than finer pricing discrimination does.

Suggested Citation

  • Brian Adams & Kevin R. Williams, 2017. "Zone Pricing in Retail Oligopoly," Cowles Foundation Discussion Papers 2079, Cowles Foundation for Research in Economics, Yale University.
    • Handle: RePEc:cwl:cwldpp:2079
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    References listed on IDEAS

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    1. Levy, Daniel & Bergen, Mark & Dutta, Shantanu & Venable, Robert, 1997. "The Magnitude of Menu Costs: Direct Evidence from Large U.S. Supermarket Chains," EconStor Open Access Articles, ZBW - Leibniz Information Centre for Economics, pages 791-824.
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    10. repec:eee:indorg:v:54:y:2017:i:c:p:1-36 is not listed on IDEAS
    11. Eizenberg, Alon & Lach, Saul & Yiftach, Merav, 2016. "Retail Prices in a City," CEPR Discussion Papers 11590, C.E.P.R. Discussion Papers.
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    Cited by:

    1. Eugenio J. Miravete & Katja Seim & Jeff Thurk, 2017. "One Markup to Rule Them All: Taxation by Liquor Pricing Regulation," NBER Working Papers 24124, National Bureau of Economic Research, Inc.
    2. Stefano DellaVigna & Matthew Gentzkow, 2019. "Uniform Pricing in U.S. Retail Chains," The Quarterly Journal of Economics, Oxford University Press, vol. 134(4), pages 2011-2084.
    3. Diego Daruich & Julian Kozlowski, 2018. "Uniform Pricing Within and Across Regions: New Evidence from Argentina," Working Papers 2018-10, Federal Reserve Bank of St. Louis, revised 28 Feb 2019.

    More about this item

    Keywords

    Zone pricing; Market segmentation; Price discrimination in oligopoly; Micromarketing; Retailing;

    JEL classification:

    • C13 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Estimation: General
    • L61 - Industrial Organization - - Industry Studies: Manufacturing - - - Metals and Metal Products; Cement; Glass; Ceramics
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General
    • L67 - Industrial Organization - - Industry Studies: Manufacturing - - - Other Consumer Nondurables: Clothing, Textiles, Shoes, and Leather Goods; Household Goods; Sports Equipment
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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