Low cost fares’ response to new entry

Purpose This study analyzes easyJet’s fare response to new entry. Traditionally, this stream of literature has focused on the reactions of network carriers to competition from lowcost carriers. As low-cost services spread, however, the number of low-cost incumbents is rising. This paper aims to shed light 16 on low-cost price behaviour in the European context. Method The analysis is based on an original dataset composed of all fares offered by easyJet up to 90 days beforedeparture, on all flights during the period 2007– 2009. We focus on short-term price reactions by employing the event study methodology. We decompose the price response into three terms: the average fare, dynamic pricing, and fare dispersion around the predicted price curve. Results Our results show that easyJet’s temporal price discrimination tends to decrease after a new entry, especially when the new entrant is a traditional carrier. There is also some evidence for an average fare reduction of about 3 %.