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Figure 10.6 Quantity Discounts at E*TRADE
(a) The online brokerage company E*TRADE has two types of customers: uninterested traders and obsessed traders. Uninterested traders have a relatively inelastic demand curve Du. E*TRADE would like to charge uninterested traders the profit-maximizing commission rate Pu = $30 per trade and sell quantity Qu trades per month.
(b) Obsessed traders have a relatively elastic demand curve Do. E*TRADE would like to charge them the lower commission rate Po = $9 per trade. Although E*TRADE cannot directly identify which group any particular trader belongs to, it can set different prices for the two groups using a quantity discount by requiring traders to make at least Qo trades per month to get a reduced commission rate.