[QUOTE=Sarahfeena]
I agree that the free market should still work if there’s competition, even if the product is a necessity. For instance, there are 3 brands of milk at my grocery store, and the price last week ranged from $1.99/gal to over $4/gal. From my observation of the stock, the $1.99 gallons were moving by far the fastest. So, even considering that gas usage doesn’t fluctuate that much, I have to think that if it was possible for one of the gas companies to TRULY undercut their competition (like, more than a few cents per gallon), that one of them would use that business model, the way Wal-Mart does. If I could get, say, 10 or 15 cents a gallon less at a particular station, you can bet I would seek it out whenever possible, and I’m sure a lot of other people would, too. For a couple cents a gallon, it’s not worth it.
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It is very complicated. For instance, Wal-Mart can afford to use gas as a loss leader to get people into their stores. It doesn’t hurt them to do this because they make it up everywhere else. Gas card programs are even better, because they get money up front in sales and something even more important: information.
This doesn’t necessarily distort the local price of gas, though, because there is overall uniformity in gas prices due to the principle of oligopoly pricing, where inelastic demand destroys the incentive to reduce prices-you’ll still sell the same amount, you just won’t make as much money. It’s not exactly price fixing, it’s more of an understanding between the parties involved. At that level, the gas companies don’t have much to do with it, really. That is more on the heads of the station owners, because they want a profit too, and they often sell the same gas as their competitors. A convenience store like Sheetz, a local chain for me, buys the cheapest gas they can find from whomever they can get it from. One week it might be ExxonMobil, the next week it might be Royal Dutch Shell. Since they’re all selling the same gas, the price to them is the same, so that helps to further account for the uniformity in price.
You can see why people don’t cut their prices to the levels that you’re looking for. It would make no sense for them to do so.