Performance‐Price‐Ratio Utility: Market Equilibrium Analysis and Empirical Calibration Studies

In this study, as an alternative to the surplus utility, we propose a performance‐price‐ratio (PPR) utility and specialize the customer choice model with a PPR maximization criterion. With the PPR‐based choice model, we investigate a pricing game between retailers in a competitive market. Through transferring the decision variable from price to performance‐price ratio, the first‐order condition of the game becomes a linear equation system, which enables us to develop a closed‐form equilibrium solution. The solution reveals how product performance and price sensitivity affect equilibrium pricing, market share, and revenue. With the developed theoretical results, we carry out empirical studies with a rich data set obtained from the China TV market. At the individual product level and the brand level, we calibrate the PPR‐based choice model and the widely used surplus‐based model with a Bayesian information criteria‐based stepwise multivariate regression method. The regression results suggest that the PPR‐based model fits both the product‐level and brand‐level data better than the surplus‐based model. Through the stepwise selection of independent variables, we find that the leading features affecting a TV’s performance are 3D TV functionality and its screen size. Moreover, we explore how the market equilibrium evolves with the game decision sequence, market structure, and new product entry.