Income and Wealth Effects on Consumer Packaged Goods Purchases

49 Pages Posted: 7 Jan 2020 Last revised: 3 Mar 2020

See all articles by Shirsho Biswas

Shirsho Biswas

University of Washington - Michael G. Foster School of Business

Pradeep K. Chintagunta

University of Chicago

Sanjay K. Dhar

University of Chicago - Marketing Management

Date Written: December 16, 2019

Abstract

When economic cycles cause changes in household income and wealth, consumers change their budget allocations across store formats, product categories, and brands. Using Nielsen Homescan data for the years 2004 to 2014, we investigate the impact of income and wealth changes on households' budget allocations to (i) alternative store formats; (ii) food and non-food categories; and (iii) private labels and national brands. Since budgets can be reallocated across formats, categories and brands simultaneously, we measure the causal effects on the "joint'' (e.g., grocery store - food - national brand budget shares) budget allocations of households. This allows us to decompose income and wealth effects on the "marginal'' (e.g., grocery store) shares, which previous literature has focused on, into those on its joint components (e.g., grocery - food - national brand, grocery - food - private label, etc.). This joint analysis reveals situations in which managers of a specific brand-type in a particular store format may be misled by relying on the marginal (instead of joint) effects of income and wealth changes. For example, the wealth effect on the joint warehouse club-food-private label share is positive whereas the wealth effect on private labels overall, is negative.

Keywords: Income and wealth effects; business cycles and consumer expenditures; store, category and brand expenditure shares; consumer packaged goods

Suggested Citation

Biswas, Shirsho and Chintagunta, Pradeep K. and Dhar, Sanjay K., Income and Wealth Effects on Consumer Packaged Goods Purchases (December 16, 2019). Available at SSRN: https://ssrn.com/abstract=3503602 or http://dx.doi.org/10.2139/ssrn.3503602

Shirsho Biswas (Contact Author)

University of Washington - Michael G. Foster School of Business ( email )

Box 353200
Seattle, WA 98195-3200
United States

Pradeep K. Chintagunta

University of Chicago ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States
773-702-8015 (Phone)
773-702-0458 (Fax)

Sanjay K. Dhar

University of Chicago - Marketing Management ( email )

Rosenwald 331C
Chicago, IL 60637
United States
773-702-3005 (Phone)
773-702-0458 (Fax)

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