Research to Practice
Store-Brand Products
Jan 28, 2024 // Kusum Ailawadi joins Freakonomics’ The Economics of Everyday Things podcast to discuss store-brand, or private label, products. “The consumer still today thinks of private label as an acceptable quality, but reliably lower priced product,” Ailawadi says. “So if your private label product gets priced too close to well-k
View at Freakonomics
This Is Your Brain on Costco
Nov 30, 2023 // Features research by and quotes Kusum Ailawadi in an article about how Costco and other warehouse club stores employ behavioral economics to their advantage. Ailawadi says it starts with the initial membership fee: “Having spent the money up front, consumers feel that they can justify using the service more,” she says.
View at The Messenger
The Big, Secretive Business of Amazon’s 100+ Private-Label Brands
Oct 12, 2022 // Features Kusum Ailawadi in a piece examining the history and impact of private label brands and how Amazon has built a robust, and controversial, private label business. “There is nothing anti-competitive about comparing one product with another and saying that these products are very similar and I’m selling you one at
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The Top Logistics and Distribution Management Books to Read
Aug 25, 2022 // Highlights Getting Multi-Channel Distribution Right by Kusum Ailawadi and coauthor Paul Ferris as one of the top logistics and distribution management books for students and practitioners.
View at Solutions Review
How Store Brands Went from Shamed to Chic
Aug 17, 2022 // Features Kusum Ailawadi in a piece exploring the rise in popularity, and quality, of store brands—generic versions of name-brand products. “Often the consumers don’t think of the Trader Joe’s private label as a private label,” Ailawadi says of consumers today. “They think of it as exclusive products that I can’t find a
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How Companies Disguise Rising Food Prices
Jul 20, 2021 // Quotes Kusum Ailawadi in a piece about tactics food manufacturers and grocers employ to make price increases less noticeable.
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File This under Things You Can Buy at Costco: A $419,999 Diamond Ring
May 31, 2019 // Highlights research by Kusum Ailawadi which found that consumers who shop at club stores, like Costco, shop more often and spend more per trip than those who don’t shop at club stores.
View at Refinery29
How Costco Uses $5 Rotisserie Chickens and Free Samples to Turn Customers into Fanatics
May 23, 2019 // Mentions a 2017 study by Kusum Ailawadi which found that people who shop at club stores, like Costco, spend more on food and consume more calories on average.
View at CNBC
The State of Grocery Stores: Self-Scanning Apps, Meal Kits, & More Rotisserie Chickens
Nov 21, 2018 // As a guest on NHPR’s “The Exchange,” Kusum Ailawadi, discusses the current state of grocery stores, what changes are underway in how we gather food, popular shopping trends, and what stores people gravitate toward—including warehouse club stores, which Ailawadi has studied extensively.
View at NHPR
he Club Store Effect: Research from Dartmouth College’s Tuck School of Business Reveals How Bulk Buying Can Increase Consumption
Apr 03, 2018 // Highlights research by Kusum Ailawadi exploring the effect that shopping at warehouse club stores has on consumers. Ailawadi found that people who shop at club stores shop more, spend more, and eat more than those who don’t, but says the research is not an indictment of the club store format.
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Is Your Membership Worth the Cost to Shop?
Feb 27, 2018 // Highlights research by Kusum Ailawadi exploring the effects that shopping at warehouse club stores, like Costco, has on consumers.
View at KSL-TV
5 Money Mistakes to Avoid in the New Year
Dec 28, 2017 // An article about financial mistakes to avoid in 2018 highlights research by Kusum Ailawadi on the effect shopping at club stores, like Costco, has on consumers.
View at CNN Money
Study: Club store shopping could be bad for consumers' health and their bottom line
Nov 30, 2017 // Continued coverage of new research by Kusum Ailawadi, the Charles Jordan 1911 TU’12 Professor of Marketing. Ailawadi found that people who shop at club stores spend more, shop more often, and consume more calories than those who don’t.
View at Food Dive
People Who Buy in Bulk at Club Stores Like ‘Costco’ Spend More Money and Eat More Calories, Dartmouth Study Reports
Nov 24, 2017 // Features Kusum Ailawadi in continued coverage of her new research regarding how shopping at club stores affects consumers. Ailawadi found that consumers who shop at club stores spend more money, shop more often, and consume more calories than those who do not shop at club stores.
View at KTLA
Club store shopping makes you spend and eat more
Nov 24, 2017 // A feature article about new research by Kusum Ailawadi regarding how club store shopping affects consumers.
View at CNN Money
Outsmarting the marketers: Kusum Ailawadi at TEDx
Apr 22, 2014 // Kusum Ailawadi explains if we want to truly eat healthy, we have to learn to outsmart the marketers.
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Retailers, Here's Why You Shouldn't Skimp On Promotions
Nov 07, 2013 // Well-targeted promotions are more necessary and more effective than ever.
View at Forbes
How Companies Can Get Smart About Raising Prices
Jul 21, 2013 // Kusum Ailawadi notes strategic ways in which retailers can raise prices.
View at Wall Street Journal
When Food Is Not a Bargain: Study Says Price, Rather Than Nutrition, Affects Shoppers Most
Jun 17, 2013 // The study by Kusum Ailawadi, professor of marketing, shows that contrary to most current corporate marketing approaches, low-sugar products will be on the rise.
View at Valley News
The Reason for Ron Johnson's JC Penney Fiasco
Apr 12, 2013 // Kusum Ailawadi says that the chain's attempt to eliminate promotions seemed doomed from the start.
View at U.S. News & World Report