The purpose of this paper is to examine the vertical relationship between the manufacturers of ready-to-eat cereals (RTEC) and the retailers in the Boston area. The study uses highly disaggregated (supermarket and brand level ) monthly data from Information Resources Inc (IRI) from 1995 to...

This paper applies the BLP approach to the demand for ready-to-eat cereals (RTECs) at the supermarket-chain level in Boston using IRI monthly data. The Random Coefficient Model is used to estimate the demand for 37 brands of RTECs at the leading supermarkets in the Boston area. The empirical...