Super-Premium Ice Cream: Merger Effects On Product Variety
The researchers chose to focus their study on the firms' offerings of vanilla ice cream. Each firm offers as many as six different types of vanilla, depending on the geographic market. Narrowing the focus was necessary because evaluating the many flavors offered by the two firms would be extremely difficult. In addition, vanilla is the most popular flavor of ice cream, comprising more than 25 percent of all ice cream sales; restricting the study to vanilla would still produce data that fairly represented consumers' ice cream purchases in general.