If you charge too much less people turn up and you make less money, if you charge too little you make less money despite the numbers of fans being higher. Depending on how big your potential fan base is and their level of interest dropping prices drastically may only yield a small increase in attendance but a massive drop in revenue - it's not as simple as cheaper prices every week will provide enough extra supporters to offset the lower cost of tickets. Also quite rightly already mentioned is the virtual guarentee of massive away followings who we need to make the most of financially - which we cant do if we lower home pay on the day prices. It's a economic balancing act.
Just like in other economics there is an optimal pricing point where you believe you'll bring in the highest amount of money and the club has all of the market research, past experience and figures to believe this is the right price. We've talked in other threads about how low our clubs income is so it's absolutely vital we maximise it the best we can.
Also lower cost of pay on the day will likely hurt season ticket sales and reward the fair weather fans who will only come once or twice if we are in a relegation battle. The higher price of day tickets is also part of the inventive to buy the outstanding value of season tickets. If we effectively subsidise the casuals we couldnt drop season ticket prices further without throwing away income as they are already so cheap, in fact we'd prob have to up season ticket prices to try and bring in more revenue. This would punish loyalty and make season tickets less appealing which would probably hurt overall attendance.
The season ticket prices are most likely the cheapest in the division and amazing value. They are cheaper than many clubs in the divisions below and a fraction of what football fans pay for the 4 local bug Prem sides.
They work out at £12 per game for adults, £10 for pensioners, £8 for students, £2 for under 18's, £1 for under 5s. And i believe you can still pay for your season tickets in instalments rather than in a one off lump.
If you go any other football club even in a lower division, or a concert, cinema, theatre, wrestling, rugby, MMA or any other type of sport or entertainment live event you almost certainly end up paying just as much or a lot more. Especially if you are taking a family as many of those wont provide kids tickets.
Some people wont be able to afford to go even at those prices, wont be able to afford to pay installments or be willing to make the commitment to a season ticket which is a shame but like an earlier poster said we aren't a publicly funded charity or raking in so much money that we can afford to lose money on ticket sales. We are a business who need to make money to survive and these price points are set at this level to help us do that. No matter what value we offer someone will always be priced out, thats life and we will go bankrupt in no time if we prioritise lowering prices at to levels that lower our NET income. But we still manage to offer exceptional value on season tickets and reward loyalty in that way. So I'm very happy with what we do and back the clubs price structure.