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journal article Measuring Market Power in the Ready-to-Eat Cereal IndustryEconometrica Vol. 69, No. 2 (Mar., 2001) , pp. 307-342 (36 pages) Published By: The Econometric Society https://www.jstor.org/stable/2692234 Read and download Log in through your school or library Alternate access options For independent researchers Read Online Read 100 articles/month free Subscribe to JPASS Unlimited reading + 10 downloads Purchase article $10.00 - Download now and later Abstract The ready-to-eat cereal industry is characterized by high concentration, high price-cost margins, large advertising-to-sales ratios, and numerous introductions of new products. Previous researchers have concluded that the ready-to-eat cereal industry is a classic example of an industry with nearly collusive pricing behavior and intense nonprice competition. This paper empirically examines this conclusion. In particular, I estimate price-cost margins, but more importantly I am able empirically to separate these margins into three sources: (i) that which is due to product differentiation; (ii) that which is due to multi-product firm pricing; and (iii) that due to potential price collusion. The results suggest that given the demand for different brands of cereal, the first two effects explain most of the observed price-cost margins. I conclude that prices in the industry are consistent with noncollusive pricing behavior, despite the high price-cost margins. Leading firms are able to maintain a portfolio of differentiated products and influence the perceived product quality. It is these two factors that lead to high price-cost margins. Journal Information Econometrica publishes original articles in all branches of economics - theoretical and empirical, abstract and applied, providing wide-ranging coverage across the subject area. It promotes studies that aim at the unification of the theoretical-quantitative and the empirical-quantitative approach to economic problems and that are penetrated by constructive and rigorous thinking. It explores a unique range of topics each year - from the frontier of theoretical developments in many new and important areas, to research on current and applied economic problems, to methodologically innovative, theoretical and applied studies in econometrics. Publisher Information The Econometric Society is an international society for the advancement of economic theory in its relation to statistics and mathematics. Rights & Usage This item is
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You will learn to:
Traditional economics sets out some basic premises. Let's think these through and see where they are happening in our everyday lives.
Breakfast Cereal- Choosing a PriceReference: https://core-econ.org/the-economy/book/text/07.html#71-breakfast-cereal-choosing-a-price To decide what price to charge, a firm needs information about demand: how much potential consumers are willing to pay for its product. Figure 7.3 shows the demand curve (the curve that gives the quantity consumers will buy at each possible price). for Apple-Cinnamon Cheerios, a ready-to-eat breakfast cereal introduced by the company General Mills in 1989. In 1996, Jerry Hausman, an economist, used data on weekly sales of family breakfast cereals in US cities to estimate how the weekly quantity of cereal that customers in a typical city would wish to buy would vary with its price per pound (there are 2.2 pounds in 1 kg). For example, you can see from Figure 7.3 that if the price were $3, customers would demand 25,000 pounds of Apple-Cinnamon Cheerios. For most products, the lower the price, the more customers wish to buy.
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Nerd AlertIf you were the manager at General Mills, how would you choose the price for Apple-Cinnamon Cheerios in this city, and how many pounds of cereal would you produce? You need to consider how the decision will affect your profits (the difference between sales revenue and production costs). Suppose that the unit cost (the cost of producing each pound) of Apple-Cinnamon Cheerios is $2. To maximize your profit, you should produce exactly the quantity you expect to sell, and no more. Then revenue, costs, and profit are given by: Total Costs = Unit Cost X Quantity So we have a formula for profit:
Profit=(P−2)×Q Want to know more? Head to this link to read and answer some demand-ing questions! Can you bring a demand curve to life?Are economists faking it until they make it?
In your first assessment task you are researching factors around consumer's spending and saving patterns. This information will help you develop a rationale and move ahead with your research.
How does this all come together?
Price Elasticity - how quickly will consumers react when you change a price?
What is price elasticity? % change in P Let’s look at an example. Say that a clothing company raised the price of one of its coats from $100 to $120. The price increase is $120-$100/$100 or 20%. Now let’s say that the increase caused a decrease in the quantity sold from 1,000 coats to 900 coats. The percentage decrease in demand is -10%. Plugging those numbers into the formula, you’d get a price elasticity of demand of: -.10= -.5 or .5
Is cereal elastic or inelastic?Common examples of products with high elasticity are luxury items and consumer discretionary items, such as a brand of cereal or candy bars.
Which is likely to be more priceThe demand for Cheerios cereal is more price-elastic than the demand for cereals as a whole. This is best explained by the fact that: A) Cheerios are a luxury. B) cereals are a necessity.
Why is cereal so elastic?cereals are agricultural products. Agriculture productivity is seasonal in that there are times of bumper harvest as well as low harvest seasons due to varying conditions such as rainfall patterns . Therefore prices will be elastic due to the varying supply and demand levels of the cereals.
Which product is most likely to be priceChina and glassware are most likely to be the most price elastic. The price elasticity of demand measures the demand for goods concerning the price. China and glassware have many substitutes in the market, and consumers will get attracted to those goods which are less expensive.
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