State agencies should be providing consumers with real-time price information to help them “shop around”
Sunday, May 25th, 2008Colm Rapple
Irish Mail on Sunday, 25th May 2008
Tánaiste Mary Coughlan has undoubtedly done as she was told by her boss in the Dáil, and has done a ring round of “those f***ers” to try and get a handle on the rip-off of Irish consumers. The message she’ll be taking back to the Taoiseach will be short and sweet. Blame the public. They simply can’t be bother to shop around.
If they did, then competition would send prices tumbling. Or so it is claimed. And competition is the only acceptable form of price control in Ireland today given EU regulations and the pervading free-trade liberal philosophy that dictates government policy.
But we badly need to give competition a boost and not by simply exhorting consumers to shop around. “Shop around “ are the most overused words on the website and in the publications of the National Consumer Agency (NCA). But consumers need help in shopping around and that’s where the NCA is falling down on the job.
Consumers need information. They need price comparisons and not on an occasional, basis, but up-to the-minute information on who’s charging what. It would, of course, require a bit of work and, no doubt, extra resources, but gathering and disseminating such information would provide the NCA with a meaningful role.
It could start by publishing weekly comparisons of supermarket prices for a range of basic food and household products, quickly followed by a full listing of motor and heating fuel prices. Once-off surveys are no good. Consumers need to have up-to-date information on actual prices when they are going out to shop.
There is no good reason why retailers should not be required to feed the information directly into the National Consumer Agency’s computers where relatively simple software could collate it and publish it on its website and, ideally, also prepare it for newspaper publications for those without internet access.
That way competition could be made to work a little better than it is at present.
The liberal economic ideal is free competition. But it is too often forgotten that perfect competition only works when there is perfect knowledge among both sellers and consumers. Of course, we can never have total perfection but with modern communications and information technology, it would be an easy enough task to gather and publish nation-wide price information.
Thirty years ago we had specific price control. In the 1970s practically every price increase had to be approved by a National Prices Commission which published monthly reports outlining its decisions. Each application was very specific and assessed in detail. For instance in April 1977 (I happen to have a copy of the May 1977 report) an increase of 101.34% was sought in the price of Irel coffee but only an increase of 48.54% was granted. Other applications that month covered hairdressing charges, paper bags, taxi fares and motor fuels. As a note for the nostalgic, the cheapest petrol at the time was selling for 94p a gallon equivalent to about 26c a litre.
We’re hardly going to return to such specific price controls. Free trade and competition are now the order of the day but, despite the amount of lip service given to the benefits of both, businesses tend to do their utmost to protect themselves from them. By promoting brand names or unique products, they try to create their own little monopoly. Every effort is made to ensure the consumers can’t compare products and prices on a like-with-like basis.
Maximising profit is the name of the game while the Government and its agencies have been very lax in preventing obstruction and distortion of competition.
There is no such thing as “over-charging”, not in a legal sense in any case. It is perfectly legal to rip-off consumers. Sellers can charge what they like although competition is supposed to keep greedy urges in check. Consumers are expected to shop around for the lowest prices, taking some account of other factors such as levels of service, convenience etc.
The trouble is that it hasn’t been working like that.
It is increasingly clear that in many areas of the Irish economy, competition just isn’t working as it is supposed to. At the extreme that may be due to an element of price fixing, a practice which is illegal but can easily escape detection. In some cases it arises from perfectly legal constraints on entry, such as exist in many of the professions. But in most cases it does come down to the unwillingness or inability of the consumer to shop around for the best deal.
We can complain all we like. The politicians of all shapes and hues can wring their hands and accuse the supermarkets, pubs, hotels, entertainment promoters and what have you, of greed. But with a few honourable exceptions, they all subscribe to the free market model which sees greed as the driver of economic fortunes.
Competition can help to hold that greed in check but it must be made to work by empowering consumers. That what the f***rs should be told to do.
By the way, the extent of the rip-off was highlighted this week in new CSO indices which revealed that wholesale prices FELL by 4% over the past year – that was up to April. Consumer prices ROSE by 4.3% over the same period. That’s according to the latest CSO indices. Those wholesale prices, admittedly, don’t include services, the price of which have been rising faster than goods, but neither do they include imports, the price of which have benefited greatly from the strengthening euro.