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Priskrig och konsumentöverskott

Taillefer Dellenholt, Simon LU ; Wester, Malkolm LU ; Nilsson, Oliver LU and Thunström, Felix LU (2020) FEKH19 20201
Department of Business Administration
Abstract
Title: Price Wars and Consumer Surplus
Seminar date: 2020-06-03
Course: FEKH19, Bachelor Degree Project in Strategic Management, 15 ECTS
Authors: Felix Thunström, Malkolm Wester, Oliver Nilsson, Simon Taillefer Dellenholt
Advisor: Niklas L. Hallberg
Key words: Pharmacy, Price wars, Consumer surplus, VPC framework, Perfect competition
Purpose: The purpose of this paper is to investigate how a price war affects consumer surplus.
Methodology: A quantitative study with a hypothesis testing deductive approach was conducted. The design of the study was a retrospective natural experiment with longitudinal elements. Data was collected through a digital survey directed towards consumers who had purchased products from Swedish pharmacies both... (More)
Title: Price Wars and Consumer Surplus
Seminar date: 2020-06-03
Course: FEKH19, Bachelor Degree Project in Strategic Management, 15 ECTS
Authors: Felix Thunström, Malkolm Wester, Oliver Nilsson, Simon Taillefer Dellenholt
Advisor: Niklas L. Hallberg
Key words: Pharmacy, Price wars, Consumer surplus, VPC framework, Perfect competition
Purpose: The purpose of this paper is to investigate how a price war affects consumer surplus.
Methodology: A quantitative study with a hypothesis testing deductive approach was conducted. The design of the study was a retrospective natural experiment with longitudinal elements. Data was collected through a digital survey directed towards consumers who had purchased products from Swedish pharmacies both before 2016 and recently. Variables were operationalised mainly with consideration to previous studies. Data were compiled and then statistically analysed in SPSS Statistics.
Theoretical perspectives: The main theory in this paper is Heil & Helsen’s (2001) theory about price wars that both defines the phenomenon and explains that there is uncertainty about the effects on consumers. Furthermore, Hallberg’s (2017) article on value, consumer surplus and Tirole’s (1988) VPC framework is used. Other theoretical perspectives include perfect competition (Robinson, 1934; Hall, 1986; Amountzias, 2020; Slater, 1997), which is used to illustrate how price wars reasonably should lead to the society approaching a welfare maximising condition from a consumer perspective.
Empirical foundation: Collection of data was made possible mainly through a consumer survey. A total of 118 respondents answered the survey of which 113 answers were used in the study’s data analysis.
Conclusions: The study shows that the consumer surplus has increased since the commencement of the price war, as a consequence of a lower price and a higher value. Service quality and resource consumption in terms of time increased, while product quality decreased. (Less)
Popular Abstract (Swedish)
Examensarbetets titel: Priskrig och konsumentöverskott
Seminariedatum: 2020-06-03
Kurs: FEKH19, Examensarbete i Strategic Management på kandidatnivå, 15 hp
Författare: Felix Thunström, Malkolm Wester, Oliver Nilsson, Simon Taillefer Dellenholt
Handledare: Niklas L. Hallberg
Nyckelord: Apotek, Priskrig, Konsumentöverskott, VPC-ramverket, Perfekt konkurrens
Syfte: Syftet med detta arbete är att undersöka hur priskrig kan påverka konsumentöverskott.
Metod: Denna kvantitativa studie genomfördes med hypotesprövande deduktiv ansats och designen var ett retrospektivt naturligt experiment med longitudinella inslag. Empiri insamlades från en webbaserad enkätundersökning riktad mot konsumenter som handlat på svenska apotek både före 2016 och... (More)
Examensarbetets titel: Priskrig och konsumentöverskott
Seminariedatum: 2020-06-03
Kurs: FEKH19, Examensarbete i Strategic Management på kandidatnivå, 15 hp
Författare: Felix Thunström, Malkolm Wester, Oliver Nilsson, Simon Taillefer Dellenholt
Handledare: Niklas L. Hallberg
Nyckelord: Apotek, Priskrig, Konsumentöverskott, VPC-ramverket, Perfekt konkurrens
Syfte: Syftet med detta arbete är att undersöka hur priskrig kan påverka konsumentöverskott.
Metod: Denna kvantitativa studie genomfördes med hypotesprövande deduktiv ansats och designen var ett retrospektivt naturligt experiment med longitudinella inslag. Empiri insamlades från en webbaserad enkätundersökning riktad mot konsumenter som handlat på svenska apotek både före 2016 och nyligen. Variabler operationaliserades till stor del med utgångspunkt i tidigare forskning. Data sammanställdes och analyserades sedan statistiskt i SPSS Statistics.
Teoretiska perspektiv: Uppsatsens utgångspunkt är Heil & Helsens (2001) teori om priskrig som både definierar fenomenet samt förklarar att det finns en ovisshet gällande påverkan på konsumenter. Vidare används Hallbergs (2017) artikel om värde, konsumentöverskott och Tiroles (1988) VPC-ramverk. Teorier om perfekt konkurrens (Robinson, 1934; Hall, 1986; Amountzias, 2020; Slater, 1997) används sedan för att illustrera hur priskrig rimligen bör leda till att samhället närmar sig ett välfärdsmaximerande tillstånd ur ett konsumentperspektiv.
Empiri: Insamling av empiri möjliggjordes främst genom en enkätundersökning. Totalt 118 respondenter besvarade enkäten varav 113 svar låg till grund för studiens dataanalys.
Resultat: Studien visar att konsumentöverskottet har ökat sedan priskrigets start, till följd av ett lägre pris och ett högre värde. Servicekvalitet och resursåtgång i termer av tid har förbättrats, samtidigt som produktkvaliteten har försämrats något. (Less)
Please use this url to cite or link to this publication:
author
Taillefer Dellenholt, Simon LU ; Wester, Malkolm LU ; Nilsson, Oliver LU and Thunström, Felix LU
supervisor
organization
course
FEKH19 20201
year
type
M2 - Bachelor Degree
subject
keywords
Pharmacy, Price wars, Consumer surplus, VPC framework, Perfect competition
language
Swedish
id
9025011
date added to LUP
2020-07-28 12:36:13
date last changed
2020-07-28 12:36:13
@misc{9025011,
  abstract     = {{Title: Price Wars and Consumer Surplus
Seminar date: 2020-06-03
Course: FEKH19, Bachelor Degree Project in Strategic Management, 15 ECTS
Authors: Felix Thunström, Malkolm Wester, Oliver Nilsson, Simon Taillefer Dellenholt
Advisor: Niklas L. Hallberg
Key words: Pharmacy, Price wars, Consumer surplus, VPC framework, Perfect competition
Purpose: The purpose of this paper is to investigate how a price war affects consumer surplus.
Methodology: A quantitative study with a hypothesis testing deductive approach was conducted. The design of the study was a retrospective natural experiment with longitudinal elements. Data was collected through a digital survey directed towards consumers who had purchased products from Swedish pharmacies both before 2016 and recently. Variables were operationalised mainly with consideration to previous studies. Data were compiled and then statistically analysed in SPSS Statistics.
Theoretical perspectives: The main theory in this paper is Heil & Helsen’s (2001) theory about price wars that both defines the phenomenon and explains that there is uncertainty about the effects on consumers. Furthermore, Hallberg’s (2017) article on value, consumer surplus and Tirole’s (1988) VPC framework is used. Other theoretical perspectives include perfect competition (Robinson, 1934; Hall, 1986; Amountzias, 2020; Slater, 1997), which is used to illustrate how price wars reasonably should lead to the society approaching a welfare maximising condition from a consumer perspective.
Empirical foundation: Collection of data was made possible mainly through a consumer survey. A total of 118 respondents answered the survey of which 113 answers were used in the study’s data analysis.
Conclusions: The study shows that the consumer surplus has increased since the commencement of the price war, as a consequence of a lower price and a higher value. Service quality and resource consumption in terms of time increased, while product quality decreased.}},
  author       = {{Taillefer Dellenholt, Simon and Wester, Malkolm and Nilsson, Oliver and Thunström, Felix}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Priskrig och konsumentöverskott}},
  year         = {{2020}},
}