You've gotten a lot of good replies.

I would bet that its not really your film (at least not all of it).

My mom works at a plant that develops film for Walmart and also does their own local stuff. They take a lot of time to correct color problems (and will follow requests for saturation as someone mentioned). When I show my mom picturs I had developed at a big chain (Walmart, K-mart, and Target), she usually says oh they should have done this or that to make this picture look better. So if you want to be guaranteed the best developing, take it somewhere local.

She also tells me that for most people film speed and brand are not that important. 400 speed is the most versitile (handles slight movement or low light without too much graininess).

Also, there are some simple tips that you can follow that will make a world of difference in your pictures (some of those have been given here). Try taking a class or looking online. Just like anything else taking good pictures takes practice.

good luck

Thanks again for your words of advice ! I realize that processing plays an important part in getting satisfactory results. I take our films to Costco for developing for their 1-hr. service, which means they do it on location, and I usually tell them when I do not need it done in an hour. Still,most are too pale,or with a pink or bluish tinge. Often I ask them to re-do some prints. It seems to me that they should take a little more time and care in the first place,and not wait for the customer to complain ! Maybe I should switch to another place.Our local Costco used to have a much better staff who made the extra effort, and I liked that.

There are certainly other things that could cause the problems you are having. Honestly, I wouldn't expect low saturation for Gold. Atmospheric conditions such as haze or overcast conditions can cause similar problems. However, if this is a consistent problem, I would guess the lab has something to do with it. Take the negatives to a good lab, not necessarily a pro lab, but at least someone that might give more personal attention. Get them to print a few from 2 or 3 rolls of film and compare. You might also get them to look at the Costco prints and tell you what might have gone wrong. Never stick with a lab that gives you trouble. I used to use a lab near work all the time until I started scanning and then realized how much they had been scratching my negatives (never saw it on the prints). Now I will occasionally take things to them if less important and in a hurry but will usually go to another lab I found.