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Preisrigidität bei Lebensmitteln
Loy, Jens-Peter | Schaper, Fabian
Journal of Contextual Economics – Schmollers Jahrbuch, Vol. 134 (2014), Iss. 1 : pp. 25–60
5 Citations (CrossRef)
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Jens-Peter Loy, Institut für Agrarökonomie der Christian-Albrechts-Universität zu Kiel, Olshausenstraße 40, 24118 Kiel
Fabian Schaper, Institut für Agrarökonomie der Christian-Albrechts-Universität zu Kiel, Olshausenstraße 40, 24118 Kiel
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Abstract
In this paper, the proportions and determinants of price rigidity in German food retailing are investigated for selected products. In measuring price rigidity, we explicitly consider promotional sales by excluding price promotions. Price promotions cause a significant part of retail price variations, but are by definition not based on cost changes. Thus, if price promotions are not considered, price rigidity measures are biased. The average estimated duration of rigid prices in supermarkets increases from forty to sixty weeks, if price promotions are excluded. All food products show considerable price rigidities. In particular, key products with a high level of consumers" attention indicate significantly lower price rigidities. Psychological prices are more rigid than others. Unexpectedly, high price (national) brands exhibit greater price flexibility than low price private labels. From this we may conclude that rigid food retail prices are not caused by retail market power, but by implementing an „every day low price" retailing strategy.