Demand Curve

In economics, there is a principle called the “demand curve”. It is a concept where the consumer’s willingness to pay for goods is directly related to the utility derived from consumption of the unit. Basically, the more someone wants something because of its value or use, the higher the price they are willing to pay for it.

 Unfortunately, in the retail security world, the price someone is willing to pay for an item may not be just monetary. If an item is deemed valuable enough, or needed enough, some people will go to any lengths to obtain it.

 That can include any number of ways to get it on sale, or at a discount from coupons.  I have seen people damage items to get a reduction in price. I have also seen my share of fraud, and of course theft.

 Shoplifters can be willing to pay the price of their own freedom to obtain an item they desperately want or need. They are willing to throw away their reputation, careers, and, of course, run the risk of incarceration just to get those items.

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