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On the Endogeneity of Retail Markups in an Equilibrium Analysis: A Control-Function Approach

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  • Hovhannisyan, Vardges
  • Stiegert, Kyle
  • Bozic, Marin

Abstract

The endogeneity of retail markups arises due to the correlation between the markups and unobserved costs in the retail pricing equation. This correlations may be a result unobserved product quality affecting both price and markups. Despite inconsistency resulting from markup endogeneity, it has long been ignored in the equilibrium analysis of retail behavior. We account for retail markup endogeneity using a control-function approach in which controls are derived from empirical evidence in the marketing literature. Furthermore, we adopt three test procedures to evaluate this endogeneity and apply our method in an econometric analysis of retail market behavior in the marketing of yogurt in the United States. The results provide strong statistical evidence for the fact that markup endogeneity has been overlooked, resulting in upward bias in retail markups.

Suggested Citation

  • Hovhannisyan, Vardges & Stiegert, Kyle & Bozic, Marin, 2014. "On the Endogeneity of Retail Markups in an Equilibrium Analysis: A Control-Function Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 39(2), pages 1-13.
    • Handle: RePEc:ags:jlaare:186571
    DOI: 10.22004/ag.econ.186571
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    1. Hovhannisyan, Vardges & Bozic, Marin, 2016. "The Relationship Between Price And Market Structure: Evidence From The Us Food Retail Industry," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236222, Agricultural and Applied Economics Association.
    2. Eun, Sungtae, 2023. "Responses of Consumer And Manufacturer to the Salmonella Outbreak in The U.S. Peanut Butter Market," International Journal of Food and Agricultural Economics (IJFAEC), Alanya Alaaddin Keykubat University, Department of Economics and Finance, vol. 11(4), October.
    3. Vardges Hovhannisyan, 2018. "A structural model of cost pass-through: the case of the US yogurt retailing," Empirical Economics, Springer, vol. 55(2), pages 805-830, September.

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