University discounted MARTA pass for students costs $61 per month, if you pay before the 15th of the previous month. If you pay after the 15th, then you have to pay $68 in the MARTA station kiosk, which usually does not work properly or works in such a way that your credit card gets blocked immediately. MARTA allows me to get to school from home in about an hour and a half, if there are no “emergencies.” Trains run in a 15-minutes intervals in the morning and 20-minute intervals at night, which, presumably, are supposed to follow a strict published schedule. Usually trains deviate from that schedule for about five minutes. In addition, there are: “extraordinary” emergencies and delays … which happen everyday; people listening to music … without headphones; homeless people … who, sorry, stink, such that you can’t sit in the same train car! In addition, when I started my undergraduate, I paid $40 per month and that was already expensive for me — full-time student with a part-time job with a recently immigrated family. MARTA kept raising their fees, but I have been buying the pass during past three and a half years. Why?
For the sake of comparison, I want to mention that I quit buying Starbucks coffee as soon as they raised the price to $11 per bag, while it used to be $8 in the nearby store. Important to note is that my day HAS to start with coffee. Otherwise, well… I haven’t had a day without coffee. 🙂 But I did go through troubles to find another coffee, which would be less expensive and the same quality as what I’m used to. And, again, why?
Why does my consumer behavior is different in these two situations? Well, everyone (who haven’t taken economics class before) would notice that, most likely, I was able to find a better coffee deal, because there was an alternative product. While in the MARTA case — there was not. Speaking the language of economics, it is easy to notice that Starbucks is far not the only coffee producer in Georgia, while MARTA is the only public transportation system, that would get me from Gwinnett county to downtown Atlanta.
Speaking in economics terms, we have a clear monopoly case, when the producer can raise their price and consumers would still keep buying their production. Again, why do we all do that? Because, there is no other substitute for MARTA — there is no other public transportation system. The demand for MARTA is inelastic. MARTA got the market power.
However, it is very important to note that the MARTA is still limited in a sense that we will stop buying the pass, as soon as we will no longer be able to afford it. Monopoly is actually limited — by how much we can spend. If the price is high such that I can’t afford it — I will probably quit traveling to school everyday. Actually, now I consider buying a smaller car, so I can drive to school. I have a feeling that I will happily say “Bye” to MARTA as soon as I can save just a little bit more money, so I can get a more efficient car.
After all this … I really hate MARTA.