Replication data for: The Rise of Fringe Competitors in the Wake of an Emerging Middle Class: An Empirical Analysis
Principal Investigator(s): View help for Principal Investigator(s) Alon Eizenberg; Alberto Salvo
Version: View help for Version V1
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text/plain | 14.6 KB | 10/12/2019 08:22:AM |
Project Citation:
Eizenberg, Alon, and Salvo, Alberto. Replication data for: The Rise of Fringe Competitors in the Wake of an Emerging Middle Class: An Empirical Analysis. Nashville, TN: American Economic Association [publisher], 2015. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2019-10-12. https://doi.org/10.3886/E113583V1
Project Description
Summary:
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The "emerging middle class" is a force of economic importance in many consumer markets around the globe. A striking phenomenon in some of these markets is the growth of "generic," low-price brands. This paper examines these phenomena in Brazil's large soft drink market. Our study draws on data sources that capture both social mobility and market outcomes. Our analysis suggests that the emergence of a price-sensitive, new middle class aided the staggering growth of a fringe of generic producers. Our estimated demand model rationalizes a drastic price cut, led by Coca-Cola, that allowed it to contain the fringe's growth. (JEL D12, L11, L66, L81, M37, O12, O14)
Scope of Project
JEL Classification:
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D12 Consumer Economics: Empirical Analysis
L11 Production, Pricing, and Market Structure; Size Distribution of Firms
L66 Food; Beverages; Cosmetics; Tobacco; Wine and Spirits
L81 Retail and Wholesale Trade; e-Commerce
M37 Advertising
O12 Microeconomic Analyses of Economic Development
O14 Industrialization; Manufacturing and Service Industries; Choice of Technology
D12 Consumer Economics: Empirical Analysis
L11 Production, Pricing, and Market Structure; Size Distribution of Firms
L66 Food; Beverages; Cosmetics; Tobacco; Wine and Spirits
L81 Retail and Wholesale Trade; e-Commerce
M37 Advertising
O12 Microeconomic Analyses of Economic Development
O14 Industrialization; Manufacturing and Service Industries; Choice of Technology
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