"Yes" and "no".....mostly "no," but it takes some explanation.Lester wrote:When it is not gouging, it is collusion. One only need to drive 5 minutes up any road to see it at work.
Years ago, I did a remote at a new gas station. The manager wanted lots of customer traffic, of course, and gave us a low price to announce on the air that would be on the air only. I asked, "why not put it on the sign?"
"Oh," he said with obvious fear in his voice; "we can't start a huge gas war!"
Over the next couple of hours, as he would get a moment here and there, he explained a few things....
-- Margins are already low; they don't make much until people go into the store.
-- Really low prices create lines that go out into the street, risking (if not causing) accidents, angering the police and local officials, and giving customers a bad overall experience and memory.
-- Really low prices cause the demand to go up to the point that the station becomes unable to maintain supply; since it is a gas station, it must have gasoline available if people really need it or want it (I gathered that there's sort of a "utility" paradigm to it), and, since real money isn't made until the customer comes in the store, the reason most people stop there in the first place (gas) must be there. (He started the day with full tanks and had another delivery scheduled for an hour after our remote. The grand opening was a special circumstance...normally, he couldn't and wouldn't be serviced more than every other day.)
-- If a station would run out and not stay open, it would be in violation of company policy or its franchise agreement (the vast majority of companies, as part of their branding, demand "always open, always there for you").
I'm sure there's more to it....that's what I seem to remember, and it made sense.....