1) Price discrimination is when a firm sells the same or similar products at different prices to different customers in order to maximize profits. It aims to extract some or all of consumer surplus.
2) There are three degrees of price discrimination: first degree charges each customer the maximum they are willing to pay; second degree offers different prices for different quantities; third degree splits the market into groups and charges each group a different price.
3) While price discrimination increases firm profits, it reduces total consumer surplus by transferring surplus to producers. It can also exploit consumers and harm competition. However, it may benefit some lower-income consumers and allow cross-subsidization of important services.
3. Intro to Price Discrimination
Price Discrimination: Where the firm sells the same (or a very similar) product at
different prices to different customers
Aim: To further maximise profits by extracting some or all of consumer surplus
Examples:
Overseas university students: Domestic students currently pay up to £9,250 per year for an
undergraduate course. For non-EU international students fees start at £10,000 per year but often
much higher, rising to £38,000 or more for medical degrees
Razors: Historically, supermarkets and beauty shops such as Boots have charged higher unit prices on
women’s razors compared to men’s
Flights: The price of a return flight for the October 2020 half-term break was an average of £102 more
expensive compared to trips taken just a week earlier, an 81% increase.
Conditions necessary for price discrimination:
Firm is a price maker: The firm must operate in imperfect competition;
It must be a price maker with a downwardly sloping demand curve.
Separate markets: The firm must be able to separate markets and prevent resale (no arbitrage).
E.g. stopping an adults using a child’s ticket, prevent economy travellers from sitting in business class.
Different elasticities of demand: Different consumer groups must have elasticities of demand.
E.g. students with low income will be more price elastic and sensitive to price.
Low admin costs: It must be relatively cheap to separate markets and implement price discrimination.
5. First Degree Price Discrimination
First Degree PD (AKA Perfect PD or Personalised pricing): Firm charges each and
every customer the maximum price they are willing to pay
Attempting to extract all consumer surplus and turn it into producer surplus
The rule of uniform price is broken, all customers are charged their individual willingness to
pay, given by the demand curve
Example: Haggling at a marketplace
Diagram:
The firm faces an individual downward sloping
demand curve
However, as the firm can charge each individual
their own willingness to pay, this demand curve is
also the firm’s MR curve
The removal of the rule of uniform price means that
there is no need to cut the price for previous buyers in
order to sell one more unit.
The firm sells quantity q, where MC = MR, where
price falls from a price of pq=1 charged on the first
unit sold, to pq=q charged on the final unit
Profit shown by the green area
Quantity
C/R
AC
MC
D = MR
q
pq=q
c
pq=1
6. Impacts:
Consumer Surplus: As all consumers pay their individual
WTP, they all have zero individual surplus, and therefore
total consumer surplus is reduced to zero
All the CS that would have occurred at the first degree price
discrimination outcome is transferred to producer surplus in
the form of increased revenue, shown by the red triangle
Profit: The total profit made is shown by the green area
This is larger than the SNP that would have been made if the
firm did not price discriminate (orange rectangle)
This is as the total revenue the firm makes is increased by an
amount equal to the lost CS, as the firm charges all consumers
as high a price as possible rather than one uniform price
Quantity
C/R
AC
MC
D = MR
q
pq=q
c
pq=1
MR (Non-PD)
qNon-PD
pNon-PD
Quantity sold: increased as MC = MR at a greater quantity
Price: price for final good sold under first degree PD is lower
But the quantity up to qPM (Non-PD) is sold at a higher price than a non discriminating firm
Allocative efficiency: The new equilibrium is allocatively efficient
P=MC and total welfare is maximised
However: all the welfare goes to the firm, consumers are worse off than they would have been under a
non-discriminating monopoly
8. Quantity
C/R
D = AR
q1
p1
Second Degree Price Discrimination
Second Degree PD (AKA Menu Pricing): The practice of offering the same product at different
unit prices in slightly different quantities (pure PD), or slightly different products for the purpose
of charging different prices (impure PD, as not technically a homogenous product).
Buyers then self select the quantity or version they want and pay the respective price
Unlike first degree, sellers are not able to differentiate between different types of consumers.
Suppliers hence provide incentives for the consumers to differentiate themselves according to preference,
which is done by quantity "discounts", or slight quality differences.
The key is to extract as much profit as possible from the ‘big’ customers (high WTP), but still sell to the ‘small’
(lower WTP) customer
The firm must design a package for the small customer that is
sufficiently unattractive in quantity or quality for the large
customer
Examples: Happy hours (and other early bird discounts), bulk
purchasing discounts (single can of coke vs multipack), standard
colour and colours choices
Diagram:
A non discriminating firm might price at p1 so that the quantity it
sells is q1
Revenue is shown by the blue rectangle
However, having sold this amount, provided that the PD
conditions are met, there is scope for the firm to sell additional
units for a lower price
By selling the additional units (q2 – q1) for price p2, the firm can
increase its revenue (shown by the additional green rectangle)
Quantity
C/R
D = AR
q1
p1
q2
p2
9. 1st Degree vs 2nd Degree: For the
mathematically inclined, the difference
between first and second degree price
discrimination is that the former is simply
the limit case of the latter.
That is, as you break the market down into an
infinite number of submarkets, you get first
degree price discrimination.
Welfare effects of 2nd degree PD: The total welfare effect is ambiguous
On the one hand, ‘big’ customers might now pay a higher price than they would have done under a uniform
pricing strategy
However, more ‘small’ customers, that would have been priced out by a uniform price, may now purchase the
product and thus achieve some consumer surplus where there was none before
A firm will unambiguously be better off as it can increase the revenue it makes and thus increase profits
Damaging goods: in order to make a cheaper priced product unattractive to the ‘big’ customers,
firm might act artificially lower the quality of their low priced version of the good
E.g. 1 The Intel 486 chip came in two versions
The main version had the math-coprocessor working, but the secondary version had the math-coprocessor switched off.
E.g. 2 IBM sold a printer which came in two versions
The main version worked at 12 pages per minute, but the other version included an instruction to slow down the rate of
printing, so that it printed 8 pages per minute
Otherwise the printers were identical
This reduces customers’ utility from the product
Q
C/R
D =
AR
2nd Degree:
2 prices
Q
C/R
D =
AR
2nd Degree:
3 prices
Q
C/R
D =
AR
2nd Degree:
∞ prices
= 1st Degree
11. Third Degree Price Discrimination
Third Degree PD (AKA Market Separation): Where a firm splits the market into different
customer groups and profit maximises in these individual groups
The firm charges a different profit maximising price to each sub-group
This differs from 2nd degree as subgroups get the same G/S at the same time, and the firm selects
the sub-groups, not the consumers
Example: Senior/Student discounts
Diagram: The combined market diagram shows that if a firm was able to charge only one
price, it would charge price p and sell quantity q, as this is where MR = MC. It generates
profits equal to the purple rectangle, A
AC
MC
Quantity
C/R
d1 = AR1
MR1
Inelastic
Sub-Market
Quantity
C/R
D = AR
MR
q
p
c
A
Combined
Market
Quantity
C/R
d2 = AR2
Elastic
Sub-Market
12. Diagram Continued: However, it is possible to split this output amongst the two separate sub-markets
and charge different prices so as to profit maximise within these groups
The firm still sells the same total output (q) and hence faces the same average and marginal cost.
This must be the case as the marginal revenue in both markets at the optimal output levels must be equal,
otherwise the firm could profit from transferring output over to whichever market is offering higher marginal
revenue.
Selling q1 of the total output for price p1 in the inelastic sub-market (as determined by MC = MR1)
generates profits equal to the green rectangle B
Selling the remainder of the output, q2, for price p2 in the elastic sub-market (as determined by MC =
MR2) generates profits equal to the green rectangle C
The combined profits (B +C) in the individually priced sub-markets outweigh the profit of charging a
sole price in the combined market (A), so the firm benefits from price discriminating
Evaluation: The cost of separating the market into sub groups must not exceed the increase in profits.
AC
MC
Quantity
C/R
d1 = AR
MR1
q1
p1
c
B
Inelastic
Sub-Market
Quantity
C/R
D = AR
MR
q
p
c
A
Combined
Market
Quantity
C/R
d2 = AR2
MR2
q2
p2
c
C
Elastic
Sub-Market
13. Positive Impacts:
However: some consumers who can now
buy the product at a lower price may
benefit.
Lower-income consumers may be "priced into
the market" if the supplier is willing and able
to charge them less.
E.g. bursaries for universities
Profits made in one market may allow
firms to cross-subsidise loss-making
activities/services that have
important social benefits.
E.g. money made on commuter rail or bus
services may allow transport companies to
support loss-making rural or night time
services.
Dynamic efficiency: Higher SNP can
encourage R&D and innovation
lowering costs for all consumers in the future
Negative Impacts:
Consumer surplus is reduced in most
cases - representing a loss of welfare.
For the majority of buyers, the price
charged is well above the marginal cost of
supply
In increasing profits through price
discrimination, consumer surplus is
reduced and turned into producer
surplus/profits
Consumers are exploited and forced to pay
higher prices well above MC for most
Anticompetitive: Price discrimination
also might be used as a predatory
pricing tactic to harm competition and
increase a firm's market power in the
long run
It can be illegal in some cases, and might
be investigated by the CMA
14. Where next?
Don’t forget to SUBSCRIBE!
Visit our website: www.smootheconomics.co.uk
Find more resources, extension materials,
details of courses, competitions, and more!
Follow our socials:
Instagram: @smootheconomics
Twitter: @SmoothEconomics
Facebook: @SmoothEconomics