LAW & ECONOMY: ECONOMIC ANALYSIS – SURVEY – COMPETITION AUTHORITY - OFFER - DEMANDE - MARKET DEFINITION

Surveys in competition analyses

Surveys are increasingly used by competition authorities as objective and reliable pieces of evidence. This article discusses the principle and the main applications in competitive analyses of a particular type of survey called, "conjoint analysis". Conjoint analysis is a valuation technique of consumers or businesses’ willingness to pay for the different components of a product. It combines survey and econometric techniques of demand estimation. Unlike conventional surveys which provide evidence only about the individuals’ stated preferences in a limited number of specific situations, conjoint analysis aims at estimating the structure of their demand which allows to examine their purchasing behaviour in many observed or hypothetical situations. In addition, the survey data used in a conjoint analysis are collected in conditions close to a real purchase situation which limits the risk that their responses are not in line with their real purchasing behaviour. Conjoint analyses have thus a wide range of applications that are presented in this article to assess a merger or an anti-competitive practice from an economic point.

Introduction 1. Les sondages font partie des éléments susceptibles d’être pris en compte par les autorités de concurrence dans leurs décisions notamment en matière de contrôle des concentrations. Ils sont en effet susceptibles de fournir des indications fiables sur le fonctionnement économique d’un marché et en particulier sur sa demande. 2. Ainsi, dans la décision no 16-DCC-111 du 27 juillet 2016 relative à la prise de contrôle exclusif de Darty par la Fnac, l’Autorité de la concurrence indique qu’elle s’est notamment fondée sur deux sondages [1], dont l’un avait été mené de manière collaborative entre la partie notifiante et les services d’instruction. Ce sondage avait pour objectif d’“évaluer les reports de demande (ʻratios de diversion’)” [2] dans plusieurs scenarii. Ces ratios de diversion ont ensuite

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  • Extent Economics (Paris)

Quotation

Romain de Nijs, Surveys in competition analyses, November 2016, Concurrences Review Nº 4-2016, Art. N° 82035, www.concurrences.com

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