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Parking as a loss leader at shopping malls

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  • Ersoy, Fulya Yuksel
  • Hasker, Kevin
  • Inci, Eren

Abstract

This paper investigates the pricing of malls in an environment where shoppers choose between a car and public transportation in getting to a suburban mall. The mall implicitly engages in mixed bundling; it sells goods bundled with parking to shoppers who come by car, and only goods to shoppers who come by public transportation. There are external costs of discomfort in public transportation due to crowdedness. Thus, shoppers using public transportation deter each other. The mall internalizes these external costs, much like a policy maker. To do so, it raises the sales price of the good and sets a parking fee less than parking’s marginal cost. Hence, parking is always a loss leader. Surprisingly, this pricing scheme is not necessarily distortionary.

Suggested Citation

  • Ersoy, Fulya Yuksel & Hasker, Kevin & Inci, Eren, 2016. "Parking as a loss leader at shopping malls," Transportation Research Part B: Methodological, Elsevier, vol. 91(C), pages 98-112.
    • Handle: RePEc:eee:transb:v:91:y:2016:i:c:p:98-112
    DOI: 10.1016/j.trb.2016.04.016
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    Cited by:

    1. Gokhan Guven & Eren Inci & Antonio Russo, 2017. "Apparent Competition in Two-Sided Platforms," CESifo Working Paper Series 6660, CESifo.
    2. Gokhan Guven & Eren Inci & Antonio Russo, 2022. "Competition, Concentration and Percentage Rent in Retail Leasing," Real Estate Economics, American Real Estate and Urban Economics Association, vol. 50(2), pages 401-430, June.
    3. De Borger, Bruno & Russo, Antonio, 2017. "The political economy of pricing car access to downtown commercial districts," Transportation Research Part B: Methodological, Elsevier, vol. 98(C), pages 76-93.
    4. Inga Molenda & Gernot Sieg, 2017. "To pay or not to pay for parking at shopping malls - A rationale from the perspective of two-sided markets," Working Papers 23, Institute of Transport Economics, University of Muenster.
    5. Engel, Eduardo & Fischer, Ronald & Galetovic, Alexander, 2018. "The joy of flying: Efficient airport PPP contracts," Transportation Research Part B: Methodological, Elsevier, vol. 114(C), pages 131-146.
    6. Ding, Yanyan & Jian, Sisi, 2022. "Strategic collaboration between land owners and charging station operators: Lease or outsource?," Transportation Research Part B: Methodological, Elsevier, vol. 166(C), pages 183-211.
    7. Brueckner, Jan K. & Franco, Sofia F., 2018. "Employer-paid parking, mode choice, and suburbanization," Journal of Urban Economics, Elsevier, vol. 104(C), pages 35-46.
    8. Ronald Fischer & Diego Huerta, 2018. "Wealth Inequality and The Political Economy of Financial and Labour Institutions," Documentos de Trabajo 341, Centro de Economía Aplicada, Universidad de Chile.
    9. Albalate, Daniel & Gragera, Albert, 2017. "The determinants of garage prices and their interaction with curbside regulation," Transportation Research Part A: Policy and Practice, Elsevier, vol. 101(C), pages 86-97.
    10. Inga Molenda & Gernot Sieg, 2018. "To Pay or Not to Pay for Parking at Shopping Malls: A Rationale from the Perspective of Two-sided Markets," Journal of Transport Economics and Policy, University of Bath, vol. 52(3), pages 283-28-297.
    11. Olus Inan, Murat & Inci, Eren & Robin Lindsey, C., 2019. "Spillover parking," Transportation Research Part B: Methodological, Elsevier, vol. 125(C), pages 197-228.

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