Discriminatory Trade Promotions in Consumer Search Markets
Maarten Janssen, Edona Reshidi
Marketing Science · 2023 · Volume 42 · Issue 2
Abstract
This paper shows that in consumer search markets, discriminatory trade promotions create more profits for manufacturers than uniform pricing. The mechanism relies on consumers having heterogeneous search cost and applies even if they have identical demand. By giving some, but not all, retailers a trade promotion, manufacturers create more competition between retailers and boost demand. Relative to uniform pricing retailers who receive the trade promotion sell to a disproportionately larger share of low search cost consumers who are more price sensitive, making these retailers compete stronger. Retailers that do not receive the trade promotion lower their margins, serve a smaller customer base, and are keen to prevent more consumers from leaving. History: Ganesh Iyer served as the senior editor and Jiwoong Shin served as associate editor for this article. Funding: This work was supported by the Austrian Science Fund [Project P 27995-G27]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mksc.2022.1380 .
Keywords
trade promotions, consumer search, vertical relations
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