Revision presentation on economics of price discrimination / price targeting in markets. Designed for A2 micro students

1. Price
Discrimination
A2 Microeconomics

2. 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.

3. Price Discrimination

4. 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

5. 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.

6. Find price discrimination here!

7. 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

8. 1st Degree Discrimination
Price, Cost Normal profit
maximising price
where MR=MC –
P1 output sold at a
uniform price P1
£20 Marginal
Cost
AR
Q1 Output (Q)
MR

9. 1st Degree Discrimination
Price, Cost Extra revenue and
profit to be made
from pricing
P1 according to
willingness &
ability to pay
£20 Marginal
Cost
AR
Q1 Output (Q)
MR

10. 1st Degree Discrimination
Price, Cost If the market can be split
up – final output will be
higher at Q2
P1
Aim is to draw from each
consumer what they can
pay for the product
£20 Marginal
Cost
AR
Q1 Q2 Output (Q)
MR

11. 2nd Degree Price Discrimination
Selling 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

12. 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

13. 3rd degree discrimination
Price Low Price High Ped – consumer
Ped are price sensitive
AR
MC MC
MR
AR
MR
Output (Q) Output (Q)

14. 3rd degree discrimination
Price Price
P1
AR
MC MC
MR
AR
MR
Q1 Output (Q) Output (Q)

15. 3rd degree discrimination
Price Price
P1
High Ped – low profit
maximising price
P2
AR
MC MC
MR
AR
MR
Q1 Output (Q) Q2 Output (Q)

16. 3rd degree discrimination
Price Price
Price P2 would
keep this group out
P1 of the market
P2
P2
AR
MC MC
MR
AR
MR
Q1 Output (Q) Q2 Output (Q)

17. Pricing to segment the market

18. Two-Part Pricing Policies
A 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

19. Mobile Phone Tariffs in Action

20. The Freemium Model
A 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

21. 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

22. 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

23. Some counter arguments
Exploitation 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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