THE ANALYTlCS PRICE DISCRIMINATION
Let’s consider a bit more formally how price discrimination affects economic welfare. We begin by assuming that the monopolist can price discriminate perfectly. Perfect price discrimination describes a situation in which the monopolist knows exactly the willingness to pay of each customer and can charge each customer a different price. In this case, the monopolist charges each customer exactly his willingness to pay, and the monopolist gets the entire surplus in every transaction.
Figure 10 Welfare with and without Price Discrimination
In reality, of course, price discrimination is not perfect. Customers do not walk into stores with signs displaying their willingness to pay. Instead, firms price discriminate by dividing customers into groups: young versus old, weekday versus weekend shoppers, Americans versus Australians, and so on. Unlike those in our parable of Readalot Publishing, customers within each group differ their willingness to pay for the product, making perfect price discrimination impossible.
How does this imperfect price discrimination affect welfare? The analysis of these pricing schemes is quite complicated, and it turns out that there is no general answer to this question. Compared to the monopoly outcome with a single price, imperfect price discrimination can raise, lower, or leave unchanged total surplus in a market. The only certain conclusion is that price discrimination raises the monopoly’s’ profit; otherwise, the firm would choose to charge all customers the same price.