Replication data for: Shopping Cost and Brand Exploration in Online Grocery
Principal Investigator(s): View help for Principal Investigator(s) Andrea Pozzi
Version: View help for Version V1
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Project Citation:
Pozzi, Andrea. Replication data for: Shopping Cost and Brand Exploration in Online Grocery. Nashville, TN: American Economic Association [publisher], 2012. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2019-10-12. https://doi.org/10.3886/E114399V1
Project Description
Summary:
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This paper compares consumers' brand exploration when shopping online versus in a brick-and-mortar store. I use a new scanner dataset to compare the behavior of households shopping online and in-store at the same chain, for identical items and prices. I find that brand exploration is more prevalent in-store. My model quantifies the role of features of e-commerce, like the existence of "favorites lists" and the
difficulty in verifying item quality. Limited exploration online implies
higher barriers to entry on the Internet channel. Counterfactual exercises suggest that online advertising could make the Internet channel more competitive. (JEL D12, L11, L81, M31, M37)
Scope of Project
JEL Classification:
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D12 Consumer Economics: Empirical Analysis
L11 Production, Pricing, and Market Structure; Size Distribution of Firms
L81 Retail and Wholesale Trade; e-Commerce
M31 Marketing
M37 Advertising
D12 Consumer Economics: Empirical Analysis
L11 Production, Pricing, and Market Structure; Size Distribution of Firms
L81 Retail and Wholesale Trade; e-Commerce
M31 Marketing
M37 Advertising
Geographic Coverage:
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United States
Time Period(s):
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6/1/2004 – 6/30/2006
Data Type(s):
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observational data
Methodology
Data Source:
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Main dataset provided by a large US grocery chain under non disclosure agreement
Unit(s) of Observation:
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Grocery shopping trip,
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