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The shoppers make cate-gory purchase incidence decisions and can choose to shop in either an EDLP or a HILO store. Large basket shoppers areshoppers who have a relatively high probability of purchasefor any given category, and as such they are more captive toprices across many different categories. The first two prop-ositions summarize the price responsiveness of shoppers. Inparticular, the large basket shoppers are less responsive toprice in their individual category purchase incidence deci-sions; this makes them moreresponsive to the expected bas-ket price in their store choice decisions. This key structuralimplication of the model highlights an asymmetry betweenresponse at the category level and response at the store level.The result is quite intuitive; a (large basket) shopper withless ability to respond to prices in individual product cate-gories will be more sensitive to the expected cost of the over-all portfolio (the market basket) when choosing a store. Thefinal proposition derives the price at which a given shopperwill be indifferent between an EDLP and a HILO store. Thekey insight is that as a shopper increases his or her tendencyto become a large basket shopper, the EDLP store can in-crease its (constant) price closer and closer to the averagepricein the HILO store. Conversely, as the shopper becomes moreof small basket shopper, the EDLP store must lower its pricecloser to the deal price in the HILO store. Thus, we have theinteresting result that small basket shoppers prefer HILOstores, even at higheraverageprices.
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发表于 2015-6-13 08:35:31
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