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- Title
How Do Retailers Price Beer During Periods of Peak Demand? Evidence from Game Weeks of the German Bundesliga.
- Authors
Empen, Janine; Hamilton, Stephen F.
- Abstract
This article considers retail beer pricing during game weeks of the German Bundesliga. German consumers exhibit a high degree of brand-loyalty in their preference for regionally crafted beers, and we exploit the regional brand-loyalty of German beer consumers to identify brand-level demand shocks for beers preferred by the home team's fans and visiting team's fans during Bundesliga game weeks. We find retailer price adjustments at the category level mask a considerably more nuanced pricing behavior at the brand level. Retailers in regions hosting Bundesliga games significantly increase beer prices at the category level during game weeks; however, at the brand level, we find retailers selectively discount prices on the home team's sponsored beers and systematically raise prices on the visiting team's sponsored beers. Our findings are consistent with a 'tourist-natives' model of retail pricing during periods of increased demand in the German beer market.
- Subjects
BEER &; ale wholesalers; BEER industry; BEER; PRICING; PRICE regulation
- Publication
Southern Economic Journal, 2015, Vol 81, Issue 3, p679
- ISSN
0038-4038
- Publication type
Article
- DOI
10.1002/soej.12000