Congratulations to Yu Ma,听Associate Professor of Marketing and Bensadoun Scholar,听 whose article 鈥淭he Club Store Effect: Impact of Shopping in Warehouse Club Stores on Consumers' Packaged Food Purchases鈥� has been听selected as one of four finalists for the Journal of Marketing Research鈥檚 2019 Paul E. Green Award
The Paul E. Green Award recognizes the best article in the Journal of Marketing Research within the last calendar year that demonstrates the most potential to contribute significantly to the practice of marketing research.
Publication: Journal of Marketing Research, Vol. 55, No. 2, April 2018
Authors: Kusum L. Ailawadi, Yu Ma and Dhruv Grewal
This article studies the impact of shopping at the warehouse club format on households' packaged food-for-home purchases. In addition to low prices, this format has several unique characteristics that can influence packaged food purchases. The empirical analysis uses a combination of households' longitudinal grocery purchase information, rich survey data, and detailed item-level nutrition information. After accounting for selection on observables and unobservables, the authors find a substantial increase in the total quantity (servings per capita) of purchases attributable to shopping at this format. Because there is no effect on quality of purchases, this translates into a substantial increase in calories, sugar, and saturated fat per capita. The increase comes primarily from storable and impulse foods and it is drawn equally from foods that have positive and negative health halos. The results have important implications for how marketers can create win鈥搘in opportunities for themselves and for consumers.
