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Spatial Retail Pricing Strategies For Beer In Germany

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  • Empen, Janine
  • Glauben, Thomas
  • Loy, Jens-Peter

Abstract

The market for beer in Germany is special for many reasons, e.g. the purity law, the large number of breweries, or consumers who are highly loyal to local brands. To what extent brand loyalty affects spatial pricing strategies, is the main question of this article. We employ weekly retail scanner data for Germany from 2000 to 2001. We find that discounts are higher and offered more often the closer the brands are sold to the brewery they originate from. In addition, average prices are also lower on home markets. According to Anderson and Kumar (2007) this strategy is chosen because promotions generate new loyal customers who repay in periods of regular prices. Thus, loyalty of consumers may be endogenous. Alternatively, retailers use local beer brands as loss leaders, which can also explain the observed regional pricing strategies.

Suggested Citation

  • Empen, Janine & Glauben, Thomas & Loy, Jens-Peter, 2012. "Spatial Retail Pricing Strategies For Beer In Germany," 52nd Annual Conference, Stuttgart, Germany, September 26-28, 2012 137150, German Association of Agricultural Economists (GEWISOLA).
    • Handle: RePEc:ags:gewi12:137150
    DOI: 10.22004/ag.econ.137150
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    References listed on IDEAS

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    1. repec:zbw:inwedp:732019 is not listed on IDEAS
    2. Janine Empen & Stephen F. Hamilton, 2015. "How Do Retailers Price Beer During Periods of Peak Demand? Evidence from Game Weeks of the German Bundesliga," Southern Economic Journal, John Wiley & Sons, vol. 81(3), pages 679-696, January.
    3. Simon Pröll & Giannis Karagiannis & Klaus Salhofer, 2019. "Advertising and Markups: The Case of the German Brewing Industry," Working Papers 732019, University of Natural Resources and Life Sciences, Vienna, Department of Economics and Social Sciences, Institute for Sustainable Economic Development.
    4. Pröll, Simon & Salhofer, Klaus & Karagiannis, Giannis, 2019. "Advertising and Markups: The Case of the German Brewing Industry," Discussion Papers DP-73-2019, University of Natural Resources and Life Sciences, Vienna, Department of Economics and Social Sciences, Institute for Sustainable Economic Development.

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    Keywords

    Agricultural Finance; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety; Marketing;
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