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A price adjustment policy for maximizing revenue and countering strategic consumer behavior
International Journal of Production Economics ( IF 12.0 ) Pub Date : 2021-03-29 , DOI: 10.1016/j.ijpe.2021.108116
Moutaz Khouja , Xin Liu

Most retailers offer a price adjustment protection policy. With this policy, if the retailer discounts the product, then time-eligible consumers who paid the regular price can apply and get a refund of the price difference. We show that for perishable products and a given order quantity and demand realization, offering price adjustment protection will not decrease the revenue of the retailer. Also, when consumers behave strategically, offering price adjustment protection increases the revenue of the retailer. We also examine the optimal duration of the price adjustment protection together with the optimal price markdown time. Our analysis shows that for a given order quantity, offering a price adjustment protection will leave revenue unchanged for low realizations of demand, will increase revenue for high realizations of demand, and will decrease revenue in the mid range of demand realization. Price adjustment protection has a larger positive effect on revenue when the proportion of strategic consumers is high and that effect is further increased when more of them exhibit optimistic behaviour.



中文翻译:

一种价格调整政策,可最大限度地提高收入和应对战略性消费者行为

大多数零售商提供价格调整保护政策。使用此政策,如果零售商打折产品,则支付了正常价格的有时间资格的消费者可以申请并退还差价。我们表明,对于易腐产品以及给定的订单数量和需求实现,提供价格调整保护不会减少零售商的收入。同样,当消费者采取战略行动时,提供价格调整保护会增加零售商的收入。我们还将检查价格调整保护的最佳持续时间以及最佳的降价时间。我们的分析表明,对于给定的订单数量,提供价格调整保护会在需求量较低的情况下保持收入不变,在需求量较高的情况下会增加收入,并会在实现需求的中间范围内减少收入。当战略消费者的比例很高时,价格调整保护将对收入产生更大的积极影响,而当更多的消费者表现出乐观的行为时,这种影响会进一步增强。

更新日期:2021-04-11
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