My theory about membership fees to shop..
The reason for membership fees isn't the $60 they get. What it does is-
a. it makes people want to believe they made a good decision by becoming a member so they look for perceived bargains. Like the $5 chicken mentioned in this thread. The fact is, in any big city I've ever lived in, you can get the same thing for the same price, or even less, at any number of stores that don't require paying a fee to shop there.
b. it keeps people from shopping around as much. Finding out that they aren't really saving any money would mean admitting they made a mistake, so there's pressure not to comparison shop.
c. because the store has a captive market, it doesn't have to offer as much selection, of brands and quantities. People will buy what the store sells, not what they might have chosen if they had a choice. This saves the store a lot of money on inventory and purchasing.
d. even Costco's return policy is interesting. Because a person paid a membership fee, they feel like they belong to something sort of like a family. Most people don't want to hurt their family, so it's unlikely they would "Abuse" such a generous policy. And I'm sure that anyone who returns too much stuff, gets kicked out of the "family".
The reason for membership fees isn't the $60 they get. What it does is-
a. it makes people want to believe they made a good decision by becoming a member so they look for perceived bargains. Like the $5 chicken mentioned in this thread. The fact is, in any big city I've ever lived in, you can get the same thing for the same price, or even less, at any number of stores that don't require paying a fee to shop there.
b. it keeps people from shopping around as much. Finding out that they aren't really saving any money would mean admitting they made a mistake, so there's pressure not to comparison shop.
c. because the store has a captive market, it doesn't have to offer as much selection, of brands and quantities. People will buy what the store sells, not what they might have chosen if they had a choice. This saves the store a lot of money on inventory and purchasing.
d. even Costco's return policy is interesting. Because a person paid a membership fee, they feel like they belong to something sort of like a family. Most people don't want to hurt their family, so it's unlikely they would "Abuse" such a generous policy. And I'm sure that anyone who returns too much stuff, gets kicked out of the "family".