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Joint pricing and location decisions in a heterogeneous market

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  • Sedghi, Nafiseh
  • Shavandi, Hassan
  • Abouee-Mehrizi, Hossein

Abstract

In this paper we consider the problem of joint location and pricing optimization for a firm in a heterogeneous market producing a single product. We assume that customers have a different willingness to pay for the product. We consider two classes of customers who are not uniformly distributed in the market and develop an analytical framework to determine the relationship between the optimal price and location of the firm. We demonstrate that the optimal price and location are closely related to each other, and thus there is a need for simultaneous optimization of the price and location. We provide both analytical and numerical results to illustrate the impact of transportation cost and the level of heterogeneity on the firm’s strategic decisions. Our results show that simplifying the analysis of such markets with a uniform demand assumption and a homogeneity of customers may reduce the firm’s profit significantly.

Suggested Citation

  • Sedghi, Nafiseh & Shavandi, Hassan & Abouee-Mehrizi, Hossein, 2017. "Joint pricing and location decisions in a heterogeneous market," European Journal of Operational Research, Elsevier, vol. 261(1), pages 234-246.
    • Handle: RePEc:eee:ejores:v:261:y:2017:i:1:p:234-246
    DOI: 10.1016/j.ejor.2017.01.055
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    2. Xiang Li & Tianyu Zhang & Liang Wang & Hongguang Ma & Xiande Zhao, 2022. "A minimax regret model for the leader–follower facility location problem," Annals of Operations Research, Springer, vol. 309(2), pages 861-882, February.
    3. Méndez-Vogel, Gonzalo & Marianov, Vladimir & Lüer-Villagra, Armin & Eiselt, H.A., 2023. "Store location with multipurpose shopping trips and a new random utility customers’ choice model," European Journal of Operational Research, Elsevier, vol. 305(2), pages 708-721.
    4. Zhibing Lin, 2019. "Price and location competition in supply chain with horizontal altruistic retailers," Flexible Services and Manufacturing Journal, Springer, vol. 31(2), pages 255-278, June.
    5. Bouchery, Yann & Woxenius, Johan & Fransoo, Jan C., 2020. "Identifying the market areas of port-centric logistics and hinterland intermodal transportation," European Journal of Operational Research, Elsevier, vol. 285(2), pages 599-611.

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