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Decomposing firm-product appeal: how important is consumer taste?

Author

Listed:
  • Bee Yan Aw
  • Yi Lee
  • Hylke Vandenbussche

Abstract

We develop and structurally estimate a trade model in order to identify the importance of consumer taste for exporters. The model separates taste from quality and productivity (TFPQ) at the firm-product level. Export data by destination countries allow us to identify the level of taste from consumer heterogeneity across destinations. We decompose export revenue into the contribution of taste, quality and costs. We fi nd that taste is very important and explains about 50% of the variation in export revenue. Productivity (TFPQ) differences between firm-products become more prominent than taste in explaining export success only when the cost elasticity of improving quality is high.

Suggested Citation

  • Bee Yan Aw & Yi Lee & Hylke Vandenbussche, 2018. "Decomposing firm-product appeal: how important is consumer taste?," Working Papers of Department of Economics, Leuven 617076, KU Leuven, Faculty of Economics and Business (FEB), Department of Economics, Leuven.
    • Handle: RePEc:ete:ceswps:617076
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    File URL: https://lirias.kuleuven.be/retrieve/500446
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    Cited by:

    1. is not listed on IDEAS
    2. William Connell & Emmanuel Dhyne & Hylke Vandenbussche, 2019. "Learning about demand abroad from wholesalers: a B2B analysis," Working Papers of Department of Economics, Leuven 643224, KU Leuven, Faculty of Economics and Business (FEB), Department of Economics, Leuven.
    3. Jörg Mayer, 2021. "Development strategies for middle‐income countries in a digital world—Insights from modern trade economics," The World Economy, Wiley Blackwell, vol. 44(9), pages 2515-2546, September.

    More about this item

    JEL classification:

    • F12 - International Economics - - Trade - - - Models of Trade with Imperfect Competition and Scale Economies; Fragmentation
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade

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