The Effect of Wal-Mart Supercenters on Grocery Prices in New England

Richard Volpe · Nathalie Lavoie

61 citations0/0 files storedReview of Agricultural Economics

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Consumer Market Behavior and Pricing Merger and Competition Analysis Economics of Agriculture and Food Markets

Abstract

This study analyzes the effect of the presence of Wal-Mart Supercenters on the prices at conventional supermarkets in Massachusetts, Connecticut, and Rhode Island. Using price indexes constructed from primary price data on a basket of 54 goods and holding several demographics and market conditions constant, we determine that Supercenters result in a 7.79% average price reduction in national brand goods and a 6.38% average price reduction in private label goods. Wal-Mart Supercenters also price their groceries on average 15.65% lower than supermarkets competing with Supercenters and 22.28% lower than supermarkets geographically distant from Supercenters.

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References

1997Why Store Brand Penetration Varies by Retailer 1995Determinants of Store-Level Price Elasticity 1995W hy R etailers S ell P rivate L abels 1986Market Power in the Retail Food Industry: Evidence from Vermont 1989Sales promotion: The long and the short of it 2003Dominant Retailers and the Countervailing-Power Hypothesis 2006Market Entry and Consumer Behavior: An Investigation of a Wal-Mart Supercenter 2000Strategic Responses of Incumbents to New Entry: The Effect of Ownership Structure, Capital structure, and focus

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