Selling (Together): Fostering Economies of Scale through Collective purchase

Last registered on August 06, 2024

Pre-Trial

Trial Information

General Information

Title
Selling (Together): Fostering Economies of Scale through Collective purchase
RCT ID
AEARCTR-0014073
Initial registration date
July 29, 2024

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published
August 06, 2024, 10:56 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

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Primary Investigator

Affiliation
Stanford University

Other Primary Investigator(s)

Additional Trial Information

Status
On going
Start date
2024-07-01
End date
2024-12-31
Secondary IDs
Prior work
This trial is based on or builds upon one or more prior RCTs.
Abstract
In urban areas, traditional retail markets are essential for food accessibility, yet the sector remains largely informal with individual sellers sourcing goods independently. This study explores the barriers to cooperative behavior among retailers in Bouaké, Cote d'Ivoire, and investigates how a new organizational structure could improve cost efficiency and profit margins. A survey of 750 retailers across Bouaké's 12 neighborhood markets revealed that individual sourcing leads to high transportation costs, constituting 50% of total expenses. While consolidating orders could reduce these costs through shared transport and bulk discounts, misconceptions about cooperation and the social costs of forming new links hinder collective action. Pilot tests indicated that external monitoring facilitated cooperation, but retailers were reluctant to maintain these practices independently. This research intends to test the frictions that prevent organizational reform, through a randomized-control trial by testing an informational treatment and meeting and monitored purchases. This approach could also improve labor opportunities for women, who dominate the retail workforce, thereby contributing to broader socio-economic development.
External Link(s)

Registration Citation

Citation
Lestant, Eva. 2024. "Selling (Together): Fostering Economies of Scale through Collective purchase." AEA RCT Registry. August 06. https://doi.org/10.1257/rct.14073-1.0
Experimental Details

Interventions

Intervention(s)
We conduct an experiment to answer the following questions: (i) Is there an economy of scale when retailers pool their purchase orders of input goods together? (ii) If such cooperation is beneficial, what has prevented them from cooperating until now?

To answer this, we hypothesize that self-organized cooperatives are hindered by coordination failure due to (H1) biased beliefs and/or (H2) high social costs of creating new links among competitors. However, when a monitor (one of our enumerators) oversaw the transactions, resolving (H3) the moral hazard induced by delegating purchases to a competitor, the cooperative managed to coordinate purchases for two weeks.

To study each of these frictions, we designed three treatment arms. For the first treatment (T1 - Information), we restore beliefs about others' willingness to participate in a cooperative by giving the number of neighbors interested in cooperating. In the second treatment (T2 - Meeting), we address the assumed high social costs of initiating cooperation by prompting meetings with retailers who have expressed interest. The meetings will be clearly labeled as a platform for those interested in consolidating their purchase orders. Finally, in the third treatment (T3 - Monitor), we appoint a monitor to oversee the transactions. In practice, an external agent will supervise the representative conducting the purchases at the wholesale market. The experiment will be run by a team of monitors trained to conduct the meetings and the cooperative in accordance with all retailers' associations.
Intervention Start Date
2024-07-08
Intervention End Date
2024-07-25

Primary Outcomes

Primary Outcomes (end points)
Retailer level: 1. Profit 2. Diversification of goods sold
Market Level: Selling prices
Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)
For the retailer: Belief about the benefit of collective purchase
Secondary Outcomes (explanation)

Experimental Design

Experimental Design
A randomized control trial was designed to evaluate the hypothesis of whether collective purchasing could unlock economies of scale. It also aimed to understand what prevented retailers from forming these beneficial groups. The experiment was conducted in 12 neighborhood markets that required some form of transportation to get downtown and buy their input goods. Markets located downtown were excluded because a previous survey showed they trade larger volumes and operate as wholesalers in the morning and retailers in the afternoon.

The randomization was conducted after the baseline survey, which showed significant homogeneity among retailers operating in the same market. Therefore, groups of retailers were stratified by the marketplace they operate in. Randomization among control and treatment groups was undertaken within these location strata.

The project's objective is two-fold. First, the high-frequency survey will measure how much retailers save when conducting collective purchases. Second, the reduced-form results will show which treatment is best to unlock cooperation among groups of retailers.
Experimental Design Details
Not available
Randomization Method
Randomization done in office by a computer
Randomization Unit
Retailer level
Was the treatment clustered?
No

Experiment Characteristics

Sample size: planned number of clusters
750
Sample size: planned number of observations
750
Sample size (or number of clusters) by treatment arms
10% Control, 15% T1 - Information, 35% T2 - Meeting, 40% T3 - Monitor
Minimum detectable effect size for main outcomes (accounting for sample design and clustering)
IRB

Institutional Review Boards (IRBs)

IRB Name
STANFORD UNIVERSITY
IRB Approval Date
2023-06-15
IRB Approval Number
70352