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Strategic Consumer Response to Dynamic Pricing of Perishable Products

In: Consumer-Driven Demand and Operations Management Models

Author

Listed:
  • Minho Cho

    (Michael G. Foster School of Business, University of Washington)

  • Ming Fan

    (Michael G. Foster School of Business, University of Washington)

  • Yong-Pin Zhou

    (Michael G. Foster School of Business, University of Washington)

Abstract

Dynamic pricing is a standard practice that sellers use for revenue management. With the vast availability of pricing and inventory data on the Internet, it is possible for consumers to become aware of the pricing strategies used by sellers and to develop strategic responses. In this chapter, we study the strategic response of consumers to dynamic prices for perishable products. As price fluctuates with the changes in time and inventory, a strategic consumer may choose to postpone a purchase in anticipation of lower prices in the future. We analyze a threshold purchasing policy for the strategic consumer, and conduct numerical studies to study its impact on both the strategic consumer’s benefits and the seller’s revenue. We find that in most cases the policy can benefit both the strategic consumer and the seller. In practice, the seller could encourage consumer waiting by adopting a target price purchasing system.

Suggested Citation

  • Minho Cho & Ming Fan & Yong-Pin Zhou, 2009. "Strategic Consumer Response to Dynamic Pricing of Perishable Products," International Series in Operations Research & Management Science, in: Christopher S. Tang & Serguei Netessine (ed.), Consumer-Driven Demand and Operations Management Models, edition 1, chapter 0, pages 435-458, Springer.
    • Handle: RePEc:spr:isochp:978-0-387-98026-3_17
    DOI: 10.1007/978-0-387-98026-3_17
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    Citations

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    Cited by:

    1. Tang, Christopher S., 2010. "A review of marketing-operations interface models: From co-existence to coordination and collaboration," International Journal of Production Economics, Elsevier, vol. 125(1), pages 22-40, May.
    2. Selcuk, Cemil & Gokpinar, Bilal, 2017. "Fixed vs. Flexible Pricing in a Competitive Market," Cardiff Economics Working Papers E2017/9, Cardiff University, Cardiff Business School, Economics Section.
    3. 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.
    4. Seyed Morteza Emadi & Bradley R. Staats, 2020. "A Structural Estimation Approach to Study Agent Attrition," Management Science, INFORMS, vol. 66(9), pages 4071-4095, September.
    5. Peng Du & Qiushuang Chen, 2017. "Skimming or penetration: optimal pricing of new fashion products in the presence of strategic consumers," Annals of Operations Research, Springer, vol. 257(1), pages 275-295, October.
    6. Shirin Aslani & Soheil Sibdari & Mohammad Modarres, 2018. "Revenue Management with Customers’ Reference Price: Are the Existing Methods Effective?," Service Science, INFORMS, vol. 10(2), pages 195-214, June.
    7. Yao Cui & A. Yeşim Orhun & Izak Duenyas, 2019. "How Price Dispersion Changes When Upgrades Are Introduced: Theory and Empirical Evidence from the Airline Industry," Management Science, INFORMS, vol. 65(8), pages 3835-3852, August.
    8. Chia-Wei Kuo & Hyun-Soo Ahn & Göker Aydın, 2011. "Dynamic Pricing of Limited Inventories When Customers Negotiate," Operations Research, INFORMS, vol. 59(4), pages 882-897, August.
    9. Qijun Qiu & Li Jiang, 2019. "How to deal with consumers who group to request a discount?," Naval Research Logistics (NRL), John Wiley & Sons, vol. 66(6), pages 469-484, September.
    10. Patrick Hummel, 2018. "Reserve prices in repeated auctions," International Journal of Game Theory, Springer;Game Theory Society, vol. 47(1), pages 273-299, March.
    11. 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.

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