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Large-Scaled Chain Stores versus Small-Scaled Local Stores of the Local Production for Local Consumption

Author

Listed:
  • Hiroaki Sandoh

    (Graduate School of Economics, Osaka University)

  • Risa Suzuki

    (Yuki, Co., Ltd.)

Abstract

In some localities, a large-scale chain retailer competes against a small-scale local independent retailer that specializes in, for instance, vegetables, fruits, and owers produced locally for local consumption. The former usually attracts consumers by emphasizing its width and depth of products variety, whereas the latter seeks to overcome its limited products assortment by offering lower prices for them than the chain store. This is possible for the local store partly because of lower labor costs and for various other reasons. This study employs the Hotelling unit interval to examine price competition in a duopoly featuring one large-scale chain retailer and one local retailer. To express differences in their product assortments, we assume that the large-scale retailer denoted by A sells two types of product, G 1 and G 2 , whereas the local retailer denoted by B sells only G 1 . Moreover, we assume that all consumers purchase G 1 at A or B after comparing prices and buy G 2 at A . We examine both Nash and Stackelberg equilibrium to indicate that the local retailer can survive competition with the large-scale chain retailer. We also reveal that a monopolistic market structure, not duopoly, optimize the social welfare if consumers always purchase both G 1 and G 2 .

Suggested Citation

  • Hiroaki Sandoh & Risa Suzuki, 2015. "Large-Scaled Chain Stores versus Small-Scaled Local Stores of the Local Production for Local Consumption," Discussion Papers in Economics and Business 15-16-Rev.3, Osaka University, Graduate School of Economics, revised Sep 2015.
  • Handle: RePEc:osk:wpaper:1516r3
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    References listed on IDEAS

    as
    1. Swoboda, Bernhard & Berg, Bettina & Schramm-Klein, Hanna & Foscht, Thomas, 2013. "The importance of retail brand equity and store accessibility for store loyalty in local competition," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 251-262.
    2. Susan Handy & Kelly Clifton, 2001. "Local shopping as a strategy for reducing automobile travel," Transportation, Springer, vol. 28(4), pages 317-346, November.
    3. Rajiv Lal & Ram Rao, 1997. "Supermarket Competition: The Case of Every Day Low Pricing," Marketing Science, INFORMS, vol. 16(1), pages 60-80.
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    More about this item

    Keywords

    Large-scale chain retailer; Small-scale local independent store; Duopoly; Hotelling; Price competition;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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