Optimal markdown policy of perishable food under the consumer price fairness perception

Markdown policies are widely used by retailers to sell perishable food. Consumers purchase food at different prices during different sales periods. Some consumers may compare their experience with others who purchase the same items. Price unfairness or inequity is perceived when different prices are quoted without reasonable explanations. This study develops an optimal markdown model for perishable food pricing to optimise the food retailer revenue and enable a maximum aggregated consumer utility considering individuals’ price fairness perception. The model serves as the first step in evaluating trade-offs between food retailer revenue and consumer utility. In addition, it enables consumer utility to be depicted through perceived price fairness by including the effects of food perishability and scarcity. Another innovative feature is the equalisation of the consumer average aggregated utility during different sales periods as a condition of intertemporal price fairness perception. The proposed model is compared with two benchmark models to justify the effectiveness and advantages in the example. Finally, a sensitive analysis based on the food deterioration rate, consumer food desire rate and consumer average reservation price is conducted to justify the manner in which these factors influence the optimal pricing policy, and managerial insights are suggested for food retailers.