The Coexistence of Distribution Systems When Consumers Are Not Informed

We attempt to explain the coexistence of two distribution systems when consumers are poorly informed about price distribution. The interaction of price dispersion and consumer search behavior is shown to affect the choice of marketing systems. We provide a necessary and sufficient condition for the coexistence as a long-run equilibrium. The market may observe the coexistence of the two agency systems regardless of the relative efficiency of agency types, or the domination by the less efficient agency system offering higher average price.