Lethbridge Herald, The (Newspaper) - December 28, 1973, Lethbridge, Alberta
'Consumers can force producers to make what we really want9 By AL SCARTH Herald Staff Writer Consumers can Control their destiny in the market says a University of Lethbridge economist who spent a year creating the perfect shopping trip on paper. want to tip the balance in favor of the consumers to show 'that their in- itiatives in comparative shopping can influence the producers to produce what we really says Prof. Taksshi Ohki. The 32-year-old economist says theoretical models of the market place depart from the real world because they assume an rational con- sumer. In the consumer is flounder- ing in his own says Mr. and cannot make rational decisions about the myriad of goods which confront him economic system is based on the belief that free and intelligent deci- sions in the market rather than by government will produce the most efficient allocation of resources toward the achievement of private and social Image stressed To make the system work the con- sumer must have information about weight and credit conditions and product performance. language of advertising is in- he says. emphasizes only the image of a Inadequate information means that producers can't know what the con- sumer really wants. are rather forced to choose what producers want us to buy. though we still take as a premise that consumers are it is a Mr. Ohki says he is attempting to introduce a theory to show what the consumer can do to in- fluence the market. can show that comparative shopp- ing will force the producer to change his approach. We can demonstrate what we really want instead of being told what we And comparative shopping will reduce discrepancies in he says. sellers know we engage in com- parative then they check prices and they tend to come down to some average The market place would become more efficient to the benefit of both producers and consumers. But the search for the best price and product is costly. want to minimize the cost of a searching as well as the says Mr. Ohki. He began his quest after an search about a year ago. He came up with a theoretical model covering a variety of search situations. The emphasis is on theory as the pages of math involved do not lend themselves to use as an addendum to the weekly shopping list. measuring the costs of the search in terms of we can postulate rational buyer behavior as that of the minimization of the ex- pected total cost of he says in his Search costly is a costly activity. It incurs the buyer two kinds of costs real costs of visiting sellers and inquiring and opportunity costs of time spent on the buyer can minimize the ex- pected total costs he pays to search and purchase the commodity if he accepts price in each stage of the search only when the lowest price available to him is less than the expected cost of con- tinuing the he concludes. To cut the costs of the in more concrete consumers should be more persistent in their com- plaints. is legitimate to complain. We can raise the moral level of He says people can no longer afford to spend two days shopping for a pair of shoes. The cost is high to them and the community because they could be doing more useful things. Store managers and sales persons have a responsibility to hand out more information than they do now. In the impersonalized situation of a large department the consumer cannot really depend on some of the infor- he claims. Goodwill pays The consumer also has a responsibili- ty to show that the principle of goodwill towards its customers on the part of a business pays off. Even if the service or information is poor at the consumer should make every effort to improve the relationship. If he can make it more the more reliable the infor- mation will be. he knows I buy at his he can't really cheat says Mr. Ohki. goodwill of producers is a very important method to reduce costs of in- The Lethbridge Herald SECOND SECTION December 1973 Pages 13-24 Some some miss and others have more important things to do Tavern's licence suspended after Pee Wee hockey may not be as fast as the big league but it's every bit as entertaining. Fans Dariene Pat and Elsie Bogden give their sons some while an unidentified player misses a sure goal in one of Thursday's games at the Henderson Ice Centre. Too young to Gordon of 922 11th St. catches up on his sleep. John of 532 20th St. models the latest in protective head and c winning team mobs its goalie. The final in the 14-team double-knockout Lethbridge Minor Hockey Association Pee Wee Christmas Tournament was sjet for p.m. to- day at the Henderson Arena. serving minors One Lethbridge hotel tavern has been shut down at the height of the holiday season for serving minors and the Alberta Liquor Control Board has issued warnings to three other hotels A fifth hotel warned previously could have its licence suspended if the board finds at a hearing Jan. 16 that it is guilty of a second breach of drinking age regulations. The Marquis Hotel tavern downtown was closed by the board Thursday for three days for serving alcohol to minors. A D board chair- said in a telephone inter- view the suspension could have been for a considerably longer period. But he said that the management was doing its best to clamp down on un- derage drinkers since it was issued a about a year ago. Under circum- the suspension would have been for a week or longer. He said the hotel had made major changes in per- supervision and iden- tification checking procedures since the warning The board felt it had done a good job But the system had broken down in the absence of two managers on the night the premises were inspected A number of minors were drink- ing in the bar that he said. Crash kills woman at Brocket A 63-year-old Blairmore woman was killed in a three- vehicle collision IVz miles west of Brocket on Highway 3 Thursday morning. Betty a passenger in an east-bound vehicle operated by Roy of Blairmore died when another vehicle operated by Donald John of B.C. struck the rear of the Vare vehicle. The Vare vehicle was struck by a west-bound vehi- cle driven by Brian of Hanna. Injured in the accident were Jean 34 and Carol both of Blair- more and Charlene 11 and Mr Gladdish. Lethbridge RCMP reported the roads were icy at the time of the accident. Corner Dr. Murray Hodgson of Pincher Creek has not reached a decision on an in- quest. The three hotels warned by the board that a second of board regulations could result in licence suspensions were the Holiday Inn and El Rancho hotels The fifth hotel remained unnamed as a hearing has not been held. Mr. Elliott said that the El Rancho had excellent screening and that the incident precipitating the warning given last Friday in- volved minors who were near- ly the legal 18 years. In the case of the York and Holiday Inn he said there was no evidence to in- dicate or that underage drinking was a nightly occurrence The problem was of some concern to the board throughout the Mr Elliott said. He said Lethbridge constituted a of a minor but not a serious one seems to be a bit of a tendency for Calgary young people to stop in Lethbridge on their way to various he said. Hotel managers plan quiet eve By JIM LOZERON Herald Staff Writer Lethbridge will be a quiet place this New Year's Eve where local hotels and public spots are concerned. There are exceptions but most hotel managers ques- tioned believe the cost of keeping their taverns open is not worth it and have no New Year's Eve parties planned for the public. But city residents will be enjoying themselves in other ways doing their merry making at house parties and bringing in the New Year at club-sponsored events. The hotel managers feel this trend makes it uneconomical to plan parties of their own. Two non-hotel functions open to the a German Canadian Club function at the Exhibition Pavilion and a dance at the Civic Centre are sold but you can check in to a cabaret at the Park Plaza Hotel New Year's Eve. The York Hotel and all taverns in the downtown core with the exception of the Alec Arms will close about 8pm. John manager at the Alec says the tavern will stay open until 10 p m. to accommodate those who are unable to afford club- sponsored parties. The tavern was open last a lot of folks did appreciate says Mr Phillips. One of the reasons the tavern is staying open is because other downtown taverns will be closing he says. Mr Phillips says the open for normal hours last New Year's was about as busy as on a Friday night The Garden and Mar- quis Hotels are all closing ear- ly although regulations permit normal hours New Year's Eve. Lethbridge Hotel manager Walter Ortlieb says keeping the tavern open New Year's Eve just a dead issue a few bucks it's not worth the he says. The El Rancho Hotel has three parties planned for its convention centre but these are not open to the public. Manager Al Hober says it would not be economical to hold a New Year's frolic for everyone because of the com- petition from house parties and clubs what I've been able to gather Lethbridge is really a house-party he says the tavern and lounge will be open normal hours. The Holiday Inn tavern will be open regular hours but the lounge will be closed. The Park Plaza in addition to scheduling its cabaret will have dining and dancing in the dining room from p m. by reservation only. Garbage crews to haul trees City garbage collection crews will haul away Christ- mas trees as part of their regular pick-ups. A spokesman for the public works department said Thurs- day garbage trucks will take the trees if they aren't too full. they're all full of Christmas refuse but we should have all the trees pick- ed up inside two he said. Garbage crews made regular Wednesday afternoon and Thursday pick-ups Thurs- day and made their regular runs today. Pipeline could begin by spring WALTER KERBER photos BROCKET Construction could start as early as this spring on a pipeline carrying natural gas to the Pcigaa Reserve Before the Peigan band council goes ahead with the it must decide whether to give the distribution contract to Canadian Western Natural Gas. or handle it through a co- operative It is estimated that each hook-up will cost about of which could come from a provincial government grant for rural gasification The council has already formed a co- with a five-person board of direc- which will be responsible for dis- tribution Any contract with the private utility would be made by the says assistant band manager Gordon McDougall Co-op board member Caroline Bas- lien said that it the council decides 10 contract out to Canadian Western the co-op will attempt To persuade the company to use native labor in both construction and servicing Mr McDougall said the gas would be purchased from a tninkline running south of the reserve. Natural gas could have important benefits to the Peigans. Mr. McDougall said Attraction of industry would be and there would be substantial savings in heating costs. riornes on the reserve now use which costs much mure than natural gas for heating and cooking. Mr. McDougall and Mrs. Bastien claim service from propane companies is poor. particularity from one are often made later than the 72-hour order period specified in propane-delivery contracts.