Price Discrimination in Markets
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Transcript of Price Discrimination in Markets
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Price Discrimination
A2 Microeconomics
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Price discrimination occurs when a business charges a different price to different groups of consumers for the same good or service, for reasons not associated with costs.
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Price Discrimination
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Two main conditions required for price discrimination to work
Differences in price elasticity of demand:• Charge a higher price to group with low PED• Charge lower price to consumers with a more
price elastic demand
Prevent resale / consumer switching• Easier with services than goods• Time limits – product bought at certain time• Photo cards / identification systems• Electronic / digital ways of protecting usage
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Types of Price Discrimination
1. Third-degree price discrimination occurs when different prices are charged to groups of buyers in totally separate markets.
2. First-degree price discrimination occurs when each unit of output is sold at a different price such that all consumer surpluses go to the seller.
3. Second-degree price discrimination occurs when the seller prices the first block of output at a higher price than subsequent blocks of output.
4. The hurdle method of price discrimination exists when the seller offers a lower price, coupled with an inconvenience that rich consumers prefer to avoid.
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Find price discrimination here!
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1st Degree Discrimination
Sometimes known as optimal pricing
The firm separates the market into each individual consumer and charges them the price they are willing and able to pay.
If successful, the business can extract the entire consumer surplus that lies underneath the demand curve and turn it into extra revenue or producer surplus
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1st Degree DiscriminationPrice, Cost
Output (Q)
Marginal Cost
MR
AR
P1
Q1
Normal profit maximising price where MR=MC – output sold at a uniform price P1
£20
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1st Degree DiscriminationPrice, Cost
Output (Q)
Marginal Cost
MR
AR
P1
Q1
Extra revenue and profit to be made from pricing according to willingness & ability to pay
£20
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1st Degree DiscriminationPrice, Cost
Output (Q)
Marginal Cost
MR
AR
P1
Q1
If the market can be split up – final output will be higher at Q2
Aim is to draw from each consumer what they can pay for the product
Q2
£20
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2nd Degree Price DiscriminationSelling blocks of tickets / products in larger quantities
Getting rid of excess inventories / stocks when demand is low
Standby tickets for hotels, theatres, flights etc
Peak and off-peak pricing schemes e.g. travel, telecommunications
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3rd Degree Discrimination
Most frequently found form of price discrimination and involves charging different prices for the same product in different segments of the market.
The key is that third degree discrimination is linked directly to consumers’ willingness and ability to pay for a good or service.
It means that the prices charged may bear little or no relation to the cost of production
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3rd degree discriminationPrice
Output (Q)
MC
MRAR
Price
Output (Q)
MC
MR
AR
Low Ped
High Ped – consumer are price sensitive
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3rd degree discriminationPrice
Output (Q)
MC
MRAR
Price
Output (Q)
MC
MR
AR
Q1
P1
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3rd degree discriminationPrice
Output (Q)
MC
MRAR
Price
Output (Q)
MC
MR
AR
Q1
P1
P2
Q2
High Ped – low profit maximising price
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3rd degree discriminationPrice
Output (Q)
MC
MRAR
Price
Output (Q)
MC
MR
AR
Q1
P1
P2
Q2
P2
Price P2 would keep this group out
of the market
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Pricing to segment the market
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Two-Part Pricing PoliciesA fixed fee is charged + a “variable” charge based on units consumed• Fixed fee may be set up charge• Designed to cover fixed costs of supply
Examples:• Taxi fares• Amusement park charges• Mobile phone tariffs
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Mobile Phone Tariffs in Action
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The Freemium ModelA business model where in you give away a core product for free and then generate revenue by selling premium products to a small percentage of free users
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Evaluation Question
Evaluate the view that a strategy of price discrimination by a producer always works more in the interests of producers rather than consumers and society as a whole
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Welfare gains for consumers?Potential for cross subsidy of activities that bring wider social benefits
Making better use of spare capacity – helps to keep businesses in business
Bringing some new consumers into market – otherwise excluded by price
Use of monopoly profit for research – a stimulus to innovation in long-run
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Some counter argumentsExploitation of the consumer – majority still pay > marginal cost causing loss of allocative efficiency
Extraction of consumer surplus turned into higher producer surplus / supernormal monopoly profit
Possible use as a predatory pricing tactic / and barrier to entry / might cause trade tensions
Reinforces the monopoly power / dominance of existing firms which is not in long run interest of consumers (higher prices eventually)
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