Wednesday, August 02, 2006

The Goldilocks Law

You can't set your prices too high or too low -- they have to be just right.

That appears to be the point of these two stories I came across in Convenience Store News. Today, they reported that gas stations in Kentucky were fined for price-gouging:
The five owners of 11 different gas stations owe the state of Kentucky $47,500 in fines for charging too much for gas in the time after Hurricane Katrina, reported the Courier-Journal.

"On average, for these particular stations, the gross profit margin increased anywhere from more than 33 to more than 100 percent," said Attorney General Greg Stumbo at a news conference. Profits for stations increased from 47 cents to $1 per gallon, he added. The investigation reviewed prices from September and October of 2005.

However, just a couple days ago, they had this item about a chain in Wisconsin that was in trouble for setting their prices too low:
Woodman's Food Markets, operators of 11 stores in Wisconsin and Illinois, has altered its gas discount program after it lost a lawsuit filed by Kwik Trip that stated the grocer was violating the state's law on minimum markup for gasoline, The Associated Press reported.

...

The minimum markup law for the state requires pump prices to be 9.18 percent higher than the wholesale price ...

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