Pradeep Chintagunta
Chicago Booth faculty member and researcher specializing in marketing and retail economics, presenting research on organizational structure and supermarket pricing.
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Feb 25, 2026 • 27min
Who sets supermarket prices?
Pradeep Chintagunta, Chicago Booth marketing and retail economics researcher, explores who actually sets supermarket prices. He explains geographic price zones and why parents sometimes price uniformly across regions. He discusses delegated local pricing, chain format discrimination, how mergers shape price zones, and why late-added fees like soda taxes persist.
