


Given Q=5-2p, when p=0, the customer will rent 5 units of DVD. That is the maximum amount of consumption under this demand curve. If we assume that the marginal cost for the store owner is zero, the total consumer surplus is =5x2.5/2, which is less than $12. So by charging $12 for membership fee, the store owner charges higher than the total consumer surplus. The consumer won’t accept this price certainly.
Customer Type | PhotoKing | Individual pricing | VideoKing
| Individual pricing
| ||
No. of customers WTP | total | No. of customers WTP | total | |||
A | $70 | 300 | $21,000 | $80 | 200 | $16,000 |
B | $80 | 200 | $16,000 | $50 | 400 | $20,000 |
C | $30 | 400 | $12,000 | $90 | 100 | $9,000 |
D | $100 | 100 | $10,000 | $70 | 300 | $21,000 |
So, from this we can deduce that both individual pricing should be $70.
The bundle pricing in this case have to be lower than $140. ($70 + $70)
Therefore taking the bundle pricing: $130
Type A, B & D customers would purchase
130 x 300 = 39,000
Type C customers would purchase only video king at $70
70 x 100 = $7,000
Total = $39,000 + $7,000 = $46,000
$120
All type of customers would purchase
120 x 400 = $48,000
Therefore if the firm sells both bundle and individual items, the price for the bundle to obtain maximum profit is $120.
Whereas the answer given by you is $130 instead, I wonder if there are errors in this calculations.When the bundle is $130, only Type C consumers will purchase individual items at $30 for PhotoKing and $90 for VideoKing. The total revenue from individual item selling is $30x100+$90x100=$12000. Add this amount to the bundling selling revenue, total revenue =$39000+$12000=$51000.
The seller will not sell individual items at $70 to Type C consumers if they can get higher revenue.
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