Three Essays Using Home and Kitchen Appliances Sales Data: delegation of pricing authority to the salesforce, asymmetric information in consumer loans, and the retail response to a tax stimulus.
07/12/2012
This dissertation is composed of three independent empirical articles that use data on home and kitchen appliances and image equipment sales of one specific chain store and their clients’ characteristics. The first one investigates the effect of the client's characteristics, as gender, age, education and income, on the probability of receiving a discount. The dependent variable is a dummy of occurrence of discount. It intends to check if the pricing authority that is delegated to the salespeople is being well used. If price discrimination was working properly, clients with higher income would have a lower probability of getting a discount. On the other hand, discounts can be given for a different reason than the one desired by the firm. Once the customer recognizes that the salesperson has some discretion over the prices, she may wish to engage in bargaining to decrease the final price. The outcome of this process may depend on the customer's characteristics, as well. She can have more talent to bargain than the salesperson. In this case, the greater the client's ability, the bigger the discount. Since we find that the probability of receiving a discount is increasing in the client's income and education, and the value of the discount is also bigger for people with higher income and better education, we conclude that the discount giving is not a result of price discrimination, but a result of a bargaining process. The second article estimates the effect of asymmetric information on consumer loans, using the payment plan chosen by the client and his observable characteristics. We decompose the effect into an adverse selection and a causal component using a technique similar to Adams, Eivan and Levin (American Economic Review, 2009). We find significant marginal effects and conclude that the causal effect of the payment plan choice is greater than the one caused by the adverse selection. We employ two different variables to represent the payment plan: the interest rate and the number of monthly payments. When we use the first one, we find its positive effect on default probability is more than two times the adverse selection effect. And when we use the second one, its effect on default probability is positive and greater than six times the adverse selection one, when the interest rate is positive and negative and half the adverse selection effect when the interest rate is zero. To measure the adverse selection effect we use the non observable characteristics of the client, which is a result of the first stage of the estimation. A key aspect of the identification strategy is the choice of the instrument. The variable used clearly influences the payment plan choice but the repayment behavior does not depend on it. We use a dummy variable that is one when the month of the purchase is one of the "saldão" months, that is, when one special payment plan is also available: eleven monthly payments, with zero interest rate. The third article studies the first IPI reduction pass through of 2009 (from April 17th to October 31st) to kitchen and home appliances prices. IPI means Industrialized Products Tax and is calculated on the total value of the product when it leaves the industrial place or on the value of the imported product plus taxes over imported products. There are different tax rates, depending on the product. The reduction occurred to four different products: refrigerator (15% to 5%,0), cooker (4% to zero,0), washing machine (20% to 10%) and “tanquinho” (10% to zero). We observe the IPI effect on prices and some clients’ characteristics. We find that the occurrence of the IPI reduction produces a 5.97% reduction on price, when we use a simple linear model and a 2.98% reduction on price, when we use a product fixed effect. Gender, age, income and education do not change with the reduction. Only additional discounts, given by the salesperson, increase by 0.54% when it is IPI reduction time but decrease by 0.27% during this time for products with reduced tax.
Daniela Alonso Fontes.
Orientador:
Leonardo Rezende.
Banca:
Eduardo Pedral Sampaio Fiuza. Gustavo Gonzaga. Juliano Assunção.
Tatiana Mercier Querido Farina.