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Consumer flexibility, data quality and location choice

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  • Irina Baye

    (Heinrich Heine University of Düsseldorf)

  • Irina Hasnas

    (Heinrich Heine University of Düsseldorf)

Abstract

We analyze firms’ location choices in a Hotelling model with two-dimensional consumer heterogeneity, along addresses and transport cost parameters (flexibility). Firms can price discriminate based on perfect data on consumer addresses and (possibly) imperfect data on consumer flexibility. We show that firms’ location choices depend on how strongly consumers differ in flexibility. Precisely, when consumers are relatively homogeneous, equilibrium locations are socially optimal regardless of the quality of customer flexibility data. However, when consumers are relatively differentiated, firms make socially optimal location choices only when customer flexibility data becomes perfect. These results are driven by the optimal strategy of a firm on its turf, monopolization or market-sharing, which in turn depends on consumer heterogeneity in flexibility. Our analysis is motivated by the availability of customer data, which allows firms to practice third-degree price discrimination based on both consumer characteristics relevant in spatial competition, addresses and transport cost parameters.

Suggested Citation

  • Irina Baye & Irina Hasnas, 2017. "Consumer flexibility, data quality and location choice," Journal of Economics, Springer, vol. 120(2), pages 135-169, March.
    • Handle: RePEc:kap:jeczfn:v:120:y:2017:i:2:d:10.1007_s00712-016-0491-7
    DOI: 10.1007/s00712-016-0491-7
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    References listed on IDEAS

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    Cited by:

    1. Lu Xu & Yanhui Li & Qi Yao, 2022. "Information security investment and purchase decision for personalized products," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 2619-2635, September.

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    More about this item

    Keywords

    Location choice; Price discrimination; Customer data;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • R30 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location - - - General
    • R32 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Real Estate Markets, Spatial Production Analysis, and Firm Location - - - Other Spatial Production and Pricing Analysis

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