Recently in an attempt to improve the quality and appearance of airport food and merchandise, both concessionaires and airport officials have made a concentrated effort to change the way they do business (Weinstein and Madrigal, 1991; Finney, 1991) They are shying away from selling hackneyed tourist items and stale hotdogs. They are changing the type of merchandise they carry and are offering brand name products. Wellknown merchandise is replacing standard airport selections. It is not unusual to find familiar dining and snacking opportunities (Pizza Hut, Nathan's, and Mrs. Field's cookies) and popular fashion and merchandising selections (Walt Disney, Bloomingdales, and Benjamin Books). With merchandise that resembles the selection available at many shopping malls, the belief is that more passengers will be more willing to spend their time in airports spending money on familiar products. Despite these changes, the price of the merchandise is usually more than one would pay for the same product in a shopping mall or in the area surrounding the airport. For example, a hotdog at Baltimore-Washington International (BWI) airport ranges between $1.50 and $1.69, but at Hardees outside the airport it is $99. A hamburger; at BWI costs $1.89; outside the airport, at Wendy's, it is $.89. Coffee is $1.09 at National Airport, $1.09 at Dulles, $.89 at BWI, and $.72 at a neighborhood 7-11. At the BWI Pizza Hut, all single pan pizzas are $2.99; at a neighborhood Pizza Hut, the same thing is $1.99 for plain, or $2.29 for pepperoni or sausage. Table 1 shows the results from a survey of the prices of several food and nonfood items sold by three airports in the Washington, DC area, and compared with the prices of he same items sold by a local drugstore and convenience store. Although some individual items sold at airports cost less than the same item sold elsewhere, in every case, the total marketbasket of items sold at an airport costs more than the same marketbasket purchased at a nearby convenience store or drug store. Table 1 Comparable Marketbaskets of Items Sold at Washington, DC Area Airports and Local Drug/Convenience Stores Pair 1 (12 items) Average Price($) National Airport 17.67 Peoples Drugstore 14.52 Pair 2 (13 items) National Airport 16.72 7-11 15.65 Pair 3 (11 items) Dulles Airport 16.51 Peoples Drugstore 13.79 Pair 4 (12 items) Dulles Airport 15.57 7-11 14.86 Pair 5 (9 items) BWI Airport 13.39 Peoples Drugstore 9.89 Pair 6 (10 items) BWI Airport 12.80 7-11 10.38 Source: Washingtonian Magazine, March 1992, p. 16. These price disparities between airport goods and the same items sold in nearby neighborhoods are puzzling for two reasons. First, airport concessionaires are contractually required to sell their goods and services for prices competitive with the area surrounding the airport. The airport administration (AA) is supposed to keep track of prices by comparison shopping; if the prices are too high, the concessionaire required to lower them. Second, there is competition within airports. Many airports have more than one newsstand, more than one place selling clothes or toys or gifts, and numerous places to eat. Assuming that the real costs of doing business in an airport are no higher than the costs of doing the business in, say, a shopping mall, the presence of numerous sellers should prevent any one seller from collecting monopoly rents by exploiting the consumers' somewhat captive location at an airport. Yet, despite administrative rules and competitive forces that should the price of airport food and merchandise at competitive levels, keep often remain higher than outside the airport. In this article, we explain how the institutional design of airport administration leaves neither the airport administrator nor the concessionaires with the incentive set rices competitively. …
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