Consumer Shopping Behavior: How Much Do Consumers Save?
Consumer Shopping Behavior: How Much Do Consumers Save?
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DOI：
10.1257/jep.23.2.99
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发表时间：
2009-03-01
影响因子：
8.4
通讯作者：
Nevo, Aviv
中科院分区：
文献类型：
--
作者：
Griffith, Rachel;Leibtag, Ephraim;Nevo, Aviv
本文记录了消费者通过四种特定类型的购买行为实现的潜在和实际节省：促销购买；批量购买（单位价格较低）；购买通用品牌；以及选择销售点。家庭通过这些行为可以节省多少钱？这些模式如何随着消费者人口统计数据的变化而变化？我们使用一家营销公司收集的 2006 年所有带入家庭的食品购买数据，对英国家庭进行大量、具有全国代表性的样本。我们感兴趣的是消费者的选择如何影响价格变化的衡量。特别是，基于固定一揽子商品的标准价格指数会夸大真实生活成本的上涨，因为它没有适当考虑销售和批量采购。根据我们的测量，这种偏差的程度可能与更为人所知的替代偏差和出口偏差相同甚至更大。
This paper documents the potential and actual savings that consumers realize from four particular types of purchasing behavior: purchasing on sale; buying in bulk (at a lower per unit price); buying generic brands; and choosing outlets. How much can and do households save through each of these behaviors? How do these patterns vary with consumer demographics? We use data collected by a marketing firm on all food purchases brought into the home for a large, nationally representative sample of U.K. households in 2006. We are interested in how consumer choice affects the measurement of price changes. In particular, a standard price index based on a fixed basket of goods will overstate the rise in the true cost of living because it does not properly consider sales and bulk purchasing. According to our measures, the extent of this bias might be of the same or even greater magnitude than the better-known substitution and outlet biases.