To your first point, if that really made that much of a difference, Wal-Mart, Lowe’s and Home Depot wouldn’t be putting him out of business. I suppose you could look at it as being betrayed by some of his friends, if you really wanted to.
As far as being too stupid to know better is concerned, I still fail to see what is stupid about wanting to save money on something that is both qualitatively and quantitatively the same item by the same manufacturer. In fact, an argument that could be made that willfully and intentionally spending more on that item is a stupid thing to do, dependent, of course, on how much money the individual in question has to spend.
I think you have to look at it both economically and emotionally, and I think that for many people, the economics and the emotions behind what they purchase and where from clash resulting in a temporary cognitive dissonance.
So:
A.) Some people will purchase faithfully from Tom’s until Tom’s closes. Regardless of price. (Purely emotional)
B.) Some people will immediately switch their allegiance to Wal-Mart because of the prices. (Purely economical)
C.) Some people will deliberate with themselves over it, but will experience a cognitive dissonace when deciding whether they want to remain loyal to Tom’s, or whether they want to save money. Sometimes, the emotional aspect will win and sometimes the economic aspect will win. (Emotional and Economical)
In some cases, also, some people will buy certain things (particularly big ticket items) at the major stores and just get their small stuff from Tom’s.
As far as quality is concerned, it should be worth mentioning that Wal-Mart (at least my local Wal-Mart) sells Chips Ahoy brand cookies, so that’s simply a matter of quality vs. price. At the same time, it should be mentioned that Wal Mart’s Chips Ahoy brand cookies are at a lower price than any other grocery store in the area, and Chips Ahoy cookies are Chips Ahoy cookies regardless of what is paid for them.
Wal-Mart also sells the ingredients with which cookies can be made, also at a lower price than other stores. Of course, Wal-Mart sells Great Value brand baking goods, but also carries name brands as well. There you end up with another quality vs. price scenario.
For instance, I use Nickles Bakery 12 Grain bread, I won’t touch Great Value’s bullshit bread, and I’ll very happily spend the extra $1.11 on the Nickles Bakery bread. What I won’t do, however, is pay Kroger’s an additional $0.49 on top of that for the same Nickles 12-Grain bread. The Mom & Pop stores and convenience stores don’t even carry the 12-Grain bread, so whether or not I’d pay more for it there is moot, even though I wouldn’t.
As far as the treatment of Wal-Mart’s employees is concerned, did I mention that a starting cashier there makes more per hour than any other grocery store around here?
Got it in one, Moundsville even has an ice cream place.
The point is, prior to Wal-Mart and Lowe’s coming to town the local hardware store (Not actually named Tom’s) only had an equally small Ace Hardware with whom to compete. Essentially, he had a captive market because it was either him, Ace, or drive twenty miles. That’s when he made his money. I’m not claiming he makes money hand-over-fist now, but that he did when he didn’t really have any substantial competition.
You have a town of 10,000 and a surrounding area of around 3,000 where the nearest place to go for their hardware items (big and small ticket) was either Tom’s or Ace Hardware, and most people chose Tom’s because the location of Ace Hardware had virtually no parking anywhere near it. (Until it moved) Tom’s could charge virtually whatever it wanted to, within reason, but definitely on the high end of reason.
The actual place in question was a little bigger than a tool shack, probably a few square feet bigger than the Convenient Store.
He could feed his family just fine by selling out and getting a job as an Assistant Store Manager at Lowe’s, or something, God knows he has the experience required for the job. Hell, Lowe’s would probably pay to buy out his place (one less competitor) and then hire him, if he so desired.
That’s quite romantic, but the thing you have to understand is that many people are like me when it comes to this sort of thing. Regardless of where it is I go, I go, I shop, I leave. I don’t get into any conversations over how the John Marshall Monarchs HS Football Team is doing this year because that’s a complete waste of my time.
My face looks pretty straight.
What’s ethical about tacking on more for a shipping charge for what you ordered in than what you actually paid for shipping?
The money was still involved before Wal-Mart came to town, how before Tom even opened up his hardware store to begin with.
As far as friends are concerned, I’d pretty much have to consider you my best friend to go out of my way to pay you so much as $0.05 more than what someone else wants for what is the exact same item. Friendship is all well and good provided friendship stays the Hell away from my money.
One other point I would like to touch upon briefly:
You had mentioned earlier that in opening his hardware store, Tom’s is fulfilling a need in the community, namely, the need some people have for tools. If I may ask, how does Lowe’s or Home Depot fill that need any less than Tom’s when they are offering the same tools to the same community? Could it not be argued that Lowe’s and Home Depot are doing an even better public service to the community (at the local level) by offering more tools at lower prices?