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How to Measure Product Differentiation

Author

Listed:
  • Franz Hackl
  • Michael Hölzl-Leitner
  • Dieter Pennerstorfer

Abstract

In this article, we provide a novel measure of product differentiation by observing consumer search behavior directly. We track individual consumers in a price search engine and generate a measure of distance in product space, based on goods surveyed conjointly within individual search episodes. This metric performs well in an application to digital cameras as an example of complex products. Regression results show that differences in product characteristics are correlated with our measure of distance to a surprisingly high degree, and that prices are significantly lower if products have to compete with a larger number of close substitutes.

Suggested Citation

  • Franz Hackl & Michael Hölzl-Leitner & Dieter Pennerstorfer, 2021. "How to Measure Product Differentiation," Economics working papers 2021-01, Department of Economics, Johannes Kepler University Linz, Austria.
    • Handle: RePEc:jku:econwp:2021-01
    Note: English
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    References listed on IDEAS

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    More about this item

    Keywords

    product differentiation; characteristic space; consumer search; price search engine; clickstream.;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • 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
    • L63 - Industrial Organization - - Industry Studies: Manufacturing - - - Microelectronics; Computers; Communications Equipment

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