IDEAS home Printed from https://ideas.repec.org/a/eee/proeco/v236y2021ics092552732100092x.html
   My bibliography  Save this article

A price adjustment policy for maximizing revenue and countering strategic consumer behavior

Author

Listed:
  • Khouja, Moutaz
  • Liu, Xin

Abstract

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.

Suggested Citation

  • Khouja, Moutaz & Liu, Xin, 2021. "A price adjustment policy for maximizing revenue and countering strategic consumer behavior," International Journal of Production Economics, Elsevier, vol. 236(C).
    • Handle: RePEc:eee:proeco:v:236:y:2021:i:c:s092552732100092x
    DOI: 10.1016/j.ijpe.2021.108116
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S092552732100092X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijpe.2021.108116?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gérard P. Cachon & Robert Swinney, 2009. "Purchasing, Pricing, and Quick Response in the Presence of Strategic Consumers," Management Science, INFORMS, vol. 55(3), pages 497-511, March.
    2. Yen-Ting Lin & Ali K. Parlaktürk & Jayashankar M. Swaminathan, 2018. "Are Strategic Customers Bad for a Supply Chain?," Manufacturing & Service Operations Management, INFORMS, vol. 20(3), pages 481-497, July.
    3. Tingliang Huang & Zhe Yin & Ying-Ju Chen, 2017. "Managing Posterior Price Matching: The Role of Customer Boundedly Rational Expectations," Manufacturing & Service Operations Management, INFORMS, vol. 19(3), pages 385-402, July.
    4. Dong, Junfeng & Wu, Desheng Dash, 2019. "Two-period pricing and quick response with strategic customers," International Journal of Production Economics, Elsevier, vol. 215(C), pages 165-173.
    5. Qi, Xiangtong & Bard, Jonathan F. & Yu, Gang, 2004. "Supply chain coordination with demand disruptions," Omega, Elsevier, vol. 32(4), pages 301-312, August.
    6. Février, Philippe & Wilner, Lionel, 2016. "Do consumers correctly expect price reductions? Testing dynamic behavior," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 25-40.
    7. Ruomeng Cui & Dennis J. Zhang & Achal Bassamboo, 2019. "Learning from Inventory Availability Information: Evidence from Field Experiments on Amazon," Management Science, INFORMS, vol. 65(3), pages 1216-1235, March.
    8. Seungjin Whang, 2015. "Demand Uncertainty and the Bayesian Effect in Markdown Pricing with Strategic Customers," Manufacturing & Service Operations Management, INFORMS, vol. 17(2), pages 66-77, January.
    9. Xu, Frances Zhiyun, 2011. "Optimal best-price policy," International Journal of Industrial Organization, Elsevier, vol. 29(5), pages 628-643, September.
    10. Cohen-Vernik, Dinah & Pazgal, Amit, 2017. "Price Adjustment Policy with Partial Refunds," Journal of Retailing, Elsevier, vol. 93(4), pages 507-526.
    11. Ruomeng Cui & Hyoduk Shin, 2018. "Sharing Aggregate Inventory Information with Customers: Strategic Cross-Selling and Shortage Reduction," Management Science, INFORMS, vol. 64(1), pages 381-400, January.
    12. Xuanming Su & Fuqiang Zhang, 2009. "On the Value of Commitment and Availability Guarantees When Selling to Strategic Consumers," Management Science, INFORMS, vol. 55(5), pages 713-726, May.
    13. Guoming Lai & Laurens G. Debo & Katia Sycara, 2010. "Erratum to "Buy Now and Match Later: Impact of Posterior Price Matching on Profit with Strategic Consumers"," Manufacturing & Service Operations Management, INFORMS, vol. 12(2), pages 370-370.
    14. Zhang, Ying & Zhang, Juliang, 2017. "Strategic customer behavior with disappointment aversion customers and two alleviation policies," International Journal of Production Economics, Elsevier, vol. 191(C), pages 170-177.
    15. Guoming Lai & Laurens G. Debo & Katia Sycara, 2010. "Buy Now and Match Later: Impact of Posterior Price Matching on Profit with Strategic Consumers," Manufacturing & Service Operations Management, INFORMS, vol. 12(1), pages 33-55, December.
    16. Khouja, Moutaz & Ajjan, Haya & Liu, Xin, 2019. "The effect of return and price adjustment policies on a retailer’s performance," European Journal of Operational Research, Elsevier, vol. 276(2), pages 466-482.
    17. Du, Jie & Zhang, Juliang & Hua, Guowei, 2015. "Pricing and inventory management in the presence of strategic customers with risk preference and decreasing value," International Journal of Production Economics, Elsevier, vol. 164(C), pages 160-166.
    18. Yuri Levin & Jeff McGill & Mikhail Nediak, 2009. "Dynamic Pricing in the Presence of Strategic Consumers and Oligopolistic Competition," Management Science, INFORMS, vol. 55(1), pages 32-46, January.
    19. Jun Li & Nelson Granados & Serguei Netessine, 2014. "Are Consumers Strategic? Structural Estimation from the Air-Travel Industry," Management Science, INFORMS, vol. 60(9), pages 2114-2137, September.
    20. Gregory D. DeYong, 2020. "The price-setting newsvendor: review and extensions," International Journal of Production Research, Taylor & Francis Journals, vol. 58(6), pages 1776-1804, March.
    21. Yossi Aviv & Amit Pazgal, 2008. "Optimal Pricing of Seasonal Products in the Presence of Forward-Looking Consumers," Manufacturing & Service Operations Management, INFORMS, vol. 10(3), pages 339-359, December.
    22. Wedad Elmaghraby & P{i}nar Keskinocak, 2003. "Dynamic Pricing in the Presence of Inventory Considerations: Research Overview, Current Practices, and Future Directions," Management Science, INFORMS, vol. 49(10), pages 1287-1309, October.
    23. Peng, Weicai & Tian, Zhongjun & Wang, Yefeng, 2020. "Price guarantee for advance selling in the presence of preorder-dependent social learning," International Journal of Production Economics, Elsevier, vol. 219(C), pages 115-122.
    24. Vincent Mak & Amnon Rapoport & Eyran J. Gisches & Jiaojie Han, 2014. "Purchasing Scarce Products Under Dynamic Pricing: An Experimental Investigation," Manufacturing & Service Operations Management, INFORMS, vol. 16(3), pages 425-438, July.
    25. Gonca P. Soysal & Lakshman Krishnamurthi, 2012. "Demand Dynamics in the Seasonal Goods Industry: An Empirical Analysis," Marketing Science, INFORMS, vol. 31(2), pages 293-316, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Qiu, Ruozhen & Sun, Yue & Zhou, Hongcheng & Sun, Minghe, 2023. "Dynamic pricing and quick response of a retailer in the presence of strategic consumers: A distributionally robust optimization approach," European Journal of Operational Research, Elsevier, vol. 307(3), pages 1270-1298.
    2. He, Peng & He, Yong & Zhou, Li, 2023. "Channel strategies for dual-channel firms to counter strategic consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Ling Zhao & Anquan Zou & Pin Zhou, 2023. "E‐retailer's dynamic inventory and pricing policy with price‐protection services," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(1), pages 490-501, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khouja, Moutaz & Li, Yuefeng & Zhou, Jing, 2023. "Nonlinear pricing for yield management and countering strategic consumer behavior," European Journal of Operational Research, Elsevier, vol. 307(1), pages 212-232.
    2. Nicole Perez Becker & Benny Mantin & Joachim Arts, 2022. "Strategic Behavior in a Serial Newsvendor," DEM Discussion Paper Series 22-02, Department of Economics at the University of Luxembourg.
    3. Arian Aflaki & Pnina Feldman & Robert Swinney, 2019. "Becoming Strategic: Endogenous Consumer Time Preferences and Multiperiod Pricing," Operations Research, INFORMS, vol. 68(4), pages 1116-1131, July.
    4. Yossi Aviv & Mike Mingcheng Wei & Fuqiang Zhang, 2019. "Responsive Pricing of Fashion Products: The Effects of Demand Learning and Strategic Consumer Behavior," Management Science, INFORMS, vol. 65(7), pages 2982-3000, July.
    5. Khouja, Moutaz & Liu, Xin & Zhou, Jing, 2020. "To sell or not to sell to an off-price retailer in the presence of strategic consumers," Omega, Elsevier, vol. 90(C).
    6. Cuihong Li & Fuqiang Zhang, 2013. "Advance Demand Information, Price Discrimination, and Preorder Strategies," Manufacturing & Service Operations Management, INFORMS, vol. 15(1), pages 57-71, September.
    7. Yen-Ting Lin & Ali K. Parlaktürk & Jayashankar M. Swaminathan, 2018. "Are Strategic Customers Bad for a Supply Chain?," Manufacturing & Service Operations Management, INFORMS, vol. 20(3), pages 481-497, July.
    8. Liu, Jingchen & Zhai, Xin & Chen, Lihua, 2019. "Optimal pricing strategy under trade-in program in the presence of strategic consumers," Omega, Elsevier, vol. 84(C), pages 1-17.
    9. Wang, Hua & Dong, Dayong & Guan, Zhenzhong & Bai, Chunguang, 2021. "The impact of quantity commitment with disappointment-averse and elation-seeking consumers," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 584(C).
    10. Huang, Lingchen & Huang, Zongsheng & Liu, Bin, 2022. "Interacting with strategic waiting for store brand: Online selling format selection," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    11. Khouja, Moutaz & Ajjan, Haya & Liu, Xin, 2019. "The effect of return and price adjustment policies on a retailer’s performance," European Journal of Operational Research, Elsevier, vol. 276(2), pages 466-482.
    12. Xu, Jian & Duan, Yongrui, 2020. "Pricing, ordering, and quick response for online sellers in the presence of consumer disappointment aversion," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 137(C).
    13. Adam J. Mersereau & Dan Zhang, 2012. "Markdown Pricing with Unknown Fraction of Strategic Customers," Manufacturing & Service Operations Management, INFORMS, vol. 14(3), pages 355-370, July.
    14. Dong, Junfeng & Wu, Desheng Dash, 2019. "Two-period pricing and quick response with strategic customers," International Journal of Production Economics, Elsevier, vol. 215(C), pages 165-173.
    15. Song, Yanan & Zhao, Xiaobo, 2016. "Strategic customer behavior facing possible stockout: An experimental study," International Journal of Production Economics, Elsevier, vol. 180(C), pages 57-67.
    16. Liu, Jingchen & Zhai, Xin & Chen, Lihua, 2018. "The interaction between product rollover strategy and pricing scheme," International Journal of Production Economics, Elsevier, vol. 201(C), pages 116-135.
    17. John R. Birge & Rodney P. Parker & Michelle Xiao Wu & S. Alex Yang, 2017. "When Customers Anticipate Liquidation Sales: Managing Operations Under Financial Distress," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 657-673, October.
    18. Ye, Taofeng & Yang, Huiqiang, 2020. "Price and Quality Management with Strategic Consumers: Whether to Introduce a High or Low Product Variant," Applied Mathematics and Computation, Elsevier, vol. 386(C).
    19. Dror Hermel & Benny Mantin, 2018. "Selling to strategic consumers: on the benefits of consumers’ valuation uncertainty and abundant inventory," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 17(3), pages 146-165, June.
    20. Shining Wu & Qian Liu & Rachel Q. Zhang, 2015. "The Reference Effects on a Retailer’s Dynamic Pricing and Inventory Strategies with Strategic Consumers," Operations Research, INFORMS, vol. 63(6), pages 1320-1335, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:proeco:v:236:y:2021:i:c:s092552732100092x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/ijpe .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.