IDEAS home Printed from https://ideas.repec.org/a/eee/jomega/v84y2019icp1-17.html
   My bibliography  Save this article

Optimal pricing strategy under trade-in program in the presence of strategic consumers

Author

Listed:
  • Liu, Jingchen
  • Zhai, Xin
  • Chen, Lihua

Abstract

Many innovating firms use trade-in programs to encourage consumers’ repeat purchasing. They can choose between dynamic pricing and preannounced pricing strategies to mitigate the impacts of consumers’ strategic behavior. This paper develops a dynamic game framework to explore the optimal pricing strategy when the firm sequentially introduces new generations of products to a market populated by strategic consumers with trade-in option offered. Results show that under either pricing strategy, the firm has an incentive to sell the old generation products to new consumers in the second period if the salvage value of the old generation product is high enough. When consumers are sufficiently strategic, if both the innovation incremental value of the new generation product and the salvage value of the old generation product are low enough, the firm is better off following the preannounced pricing strategy. Besides, as the firm becomes more farsighted, the comparatively dominant position of preannounced pricing over dynamic pricing disappears gradually.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jomega:v:84:y:2019:i:c:p:1-17
    DOI: 10.1016/j.omega.2018.03.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0305048317309970
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.omega.2018.03.005?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. Ilan Lobel & Jigar Patel & Gustavo Vulcano & Jiawei Zhang, 2016. "Optimizing Product Launches in the Presence of Strategic Consumers," Management Science, INFORMS, vol. 62(6), pages 1778-1799, June.
    2. Yiangos Papanastasiou & Nicos Savva, 2017. "Dynamic Pricing in the Presence of Social Learning and Strategic Consumers," Management Science, INFORMS, vol. 63(4), pages 919-939, April.
    3. Daniel A. Levinthal & Devavrat Purohit, 1989. "Durable Goods and Product Obsolescence," Marketing Science, INFORMS, vol. 8(1), pages 35-56.
    4. Qian Liu & Garrett J. van Ryzin, 2008. "Strategic Capacity Rationing to Induce Early Purchases," Management Science, INFORMS, vol. 54(6), pages 1115-1131, June.
    5. Zhou, Erfeng & Zhang, Juzhi & Gou, Qinglong & Liang, Liang, 2015. "A two period pricing model for new fashion style launching strategy," International Journal of Production Economics, Elsevier, vol. 160(C), pages 144-156.
    6. Liu, Yong & Fry, Michael J. & Raturi, Amitabh S., 2009. "Retail price markup commitment in decentralized supply chains," European Journal of Operational Research, Elsevier, vol. 192(1), pages 277-292, January.
    7. 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.
    8. Ming Chen & Zhi-Long Chen, 2015. "Recent Developments in Dynamic Pricing Research: Multiple Products, Competition, and Limited Demand Information," Production and Operations Management, Production and Operations Management Society, vol. 24(5), pages 704-731, May.
    9. Geraldo Ferrer & Jayashankar M. Swaminathan, 2006. "Managing New and Remanufactured Products," Management Science, INFORMS, vol. 52(1), pages 15-26, January.
    10. Harikesh Nair, 2007. "Intertemporal price discrimination with forward-looking consumers: Application to the US market for console video-games," Quantitative Marketing and Economics (QME), Springer, vol. 5(3), pages 239-292, September.
    11. 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.
    12. Robert Swinney, 2011. "Selling to Strategic Consumers When Product Value Is Uncertain: The Value of Matching Supply and Demand," Management Science, INFORMS, vol. 57(10), pages 1737-1751, October.
    13. Omar Besbes & Ilan Lobel, 2015. "Intertemporal Price Discrimination: Structure and Computation of Optimal Policies," Management Science, INFORMS, vol. 61(1), pages 92-110, January.
    14. David Besanko & Wayne L. Winston, 1990. "Optimal Price Skimming by a Monopolist Facing Rational Consumers," Management Science, INFORMS, vol. 36(5), pages 555-567, May.
    15. 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.
    16. Wedad Elmaghraby & Altan Gülcü & P{i}nar Keskinocak, 2008. "Designing Optimal Preannounced Markdowns in the Presence of Rational Customers with Multiunit Demands," Manufacturing & Service Operations Management, INFORMS, vol. 10(1), pages 126-148, June.
    17. Stephen Shum & Shilu Tong & Tingting Xiao, 2017. "On the Impact of Uncertain Cost Reduction When Selling to Strategic Customers," Management Science, INFORMS, vol. 63(3), pages 843-860, March.
    18. Gérard P. Cachon & Robert Swinney, 2011. "The Value of Fast Fashion: Quick Response, Enhanced Design, and Strategic Consumer Behavior," Management Science, INFORMS, vol. 57(4), pages 778-795, April.
    19. Gérard P. Cachon & Pnina Feldman, 2015. "Price Commitments with Strategic Consumers: Why It Can Be Optimal to Discount More Frequently … Than Optimal," Manufacturing & Service Operations Management, INFORMS, vol. 17(3), pages 399-410, July.
    20. Laura J. Kornish, 2001. "Pricing for a Durable-Goods Monopolist Under Rapid Sequential Innovation," Management Science, INFORMS, vol. 47(11), pages 1552-1561, November.
    21. Haruvy, Ernan E. & Li, Tao & Sethi, Suresh P., 2012. "Two-stage pricing for custom-made products," European Journal of Operational Research, Elsevier, vol. 219(2), pages 405-414.
    22. Rui Yin & Yossi Aviv & Amit Pazgal & Christopher S. Tang, 2009. "Optimal Markdown Pricing: Implications of Inventory Display Formats in the Presence of Strategic Customers," Management Science, INFORMS, vol. 55(8), pages 1391-1408, August.
    23. Man Yu & Laurens Debo & Roman Kapuscinski, 2016. "Strategic Waiting for Consumer-Generated Quality Information: Dynamic Pricing of New Experience Goods," Management Science, INFORMS, vol. 62(2), pages 410-435, February.
    24. 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.
    25. 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.
    26. Drew Fudenberg & Jean Tirole, 1998. "Upgrades, Tradeins, and Buybacks," RAND Journal of Economics, The RAND Corporation, vol. 29(2), pages 235-258, Summer.
    27. Xuanming Su, 2007. "Intertemporal Pricing with Strategic Customer Behavior," Management Science, INFORMS, vol. 53(5), pages 726-741, May.
    28. Vish Krishnan & Karthik Ramachandran, 2011. "Integrated Product Architecture and Pricing for Managing Sequential Innovation," Management Science, INFORMS, vol. 57(11), pages 2040-2053, November.
    29. Anirudh Dhebar, 1994. "Durable-Goods Monopolists, Rational Consumers, and Improving Products," Marketing Science, INFORMS, vol. 13(1), pages 100-120.
    30. Lim, Wei Shi & Tang, Christopher S., 2006. "Optimal product rollover strategies," European Journal of Operational Research, Elsevier, vol. 174(2), pages 905-922, October.
    31. Liu, Yong & Qin, Fei & Fry, Michael J. & Raturi, Amitabh S., 2012. "Multi-period modeling of two-way price commitment under price-dependent demand," European Journal of Operational Research, Elsevier, vol. 221(3), pages 546-556.
    32. Chao Liang & Metin Çakanyıldırım & Suresh P. Sethi, 2014. "Analysis of Product Rollover Strategies in the Presence of Strategic Customers," Management Science, INFORMS, vol. 60(4), pages 1033-1056, April.
    33. Dasu, Sriram & Tong, Chunyang, 2010. "Dynamic pricing when consumers are strategic: Analysis of posted and contingent pricing schemes," European Journal of Operational Research, Elsevier, vol. 204(3), pages 662-671, August.
    34. 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.
    35. 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.
    36. Ann van Ackere & Diane J. Reyniers, 1995. "Trade-ins and Introductory Offers in a Monopoly," RAND Journal of Economics, The RAND Corporation, vol. 26(1), pages 58-74, Spring.
    37. Heese, Hans S. & Cattani, Kyle & Ferrer, Geraldo & Gilland, Wendell & Roth, Aleda V., 2005. "Competitive advantage through take-back of used products," European Journal of Operational Research, Elsevier, vol. 164(1), pages 143-157, July.
    38. Okada, Erica Mina, 2001. "Trade-Ins, Mental Accounting, and Product Replacement Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 433-446, March.
    39. 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.
    40. José Correa & Ricardo Montoya & Charles Thraves, 2016. "Contingent Preannounced Pricing Policies with Strategic Consumers," Operations Research, INFORMS, vol. 64(1), pages 251-272, February.
    41. Saibal Ray & Tamer Boyaci & Necati Aras, 2005. "Optimal Prices and Trade-in Rebates for Durable, Remanufacturable Products," Manufacturing & Service Operations Management, INFORMS, vol. 7(3), pages 208-228, January.
    Full references (including those not matched with items on IDEAS)

    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. 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.
    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. Ghobadi, Somayeh Najafi- & Bagherinejad, Jafar & Taleizadeh, Ata Allah, 2021. "A two-generation new product model by considering forward-looking customers: Dynamic pricing and advertising optimization," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    4. Yiangos Papanastasiou & Nicos Savva, 2017. "Dynamic Pricing in the Presence of Social Learning and Strategic Consumers," Management Science, INFORMS, vol. 63(4), pages 919-939, April.
    5. 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.
    6. Ken Moon & Kostas Bimpikis & Haim Mendelson, 2018. "Randomized Markdowns and Online Monitoring," Management Science, INFORMS, vol. 64(3), pages 1271-1290, March.
    7. Wu, Meng & Ran, Yun & Zhu, Stuart X., 2022. "Optimal pricing strategy: How to sell to strategic consumers?," International Journal of Production Economics, Elsevier, vol. 244(C).
    8. Hao, Zhaowei & Qi, Wei & Gong, Tianxiao & Chen, Lihua & Shen, Zuo-Jun Max, 2019. "Innovation uncertainty, new product press timing and strategic consumers," Omega, Elsevier, vol. 89(C), pages 122-135.
    9. Yiwei Chen & Vivek F. Farias, 2018. "Robust Dynamic Pricing with Strategic Customers," Mathematics of Operations Research, INFORMS, vol. 43(4), pages 1119-1142, November.
    10. 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.
    11. Fuqiang Zhang & Renyu Zhang, 2018. "Trade-in Remanufacturing, Customer Purchasing Behavior, and Government Policy," Manufacturing & Service Operations Management, INFORMS, vol. 20(4), pages 601-616, October.
    12. Fei Gao & Xuanming Su, 2017. "Manufacturing & Service Operations Management," Manufacturing & Service Operations Management, INFORMS, vol. 19(1), pages 84-98, February.
    13. 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).
    14. Chao Liang & Metin Çakanyıldırım & Suresh P. Sethi, 2014. "Analysis of Product Rollover Strategies in the Presence of Strategic Customers," Management Science, INFORMS, vol. 60(4), pages 1033-1056, April.
    15. Mustafa O. Kabul & Ali K. Parlaktürk, 2019. "The Value of Commitments When Selling to Strategic Consumers: A Supply Chain Perspective," Management Science, INFORMS, vol. 65(10), pages 4754-4770, October.
    16. 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.
    17. Yanan Song & Xiaobo Zhao, 2017. "A newsvendor problem with boundedly rational strategic customers," International Journal of Production Research, Taylor & Francis Journals, vol. 55(1), pages 228-243, January.
    18. Ali K. Parlaktürk, 2012. "The Value of Product Variety When Selling to Strategic Consumers," Manufacturing & Service Operations Management, INFORMS, vol. 14(3), pages 371-385, July.
    19. Hattori, Keisuke & Zennyo, Yusuke, 2018. "Pricing and Diffusion of Durables with Network Externalities," MPRA Paper 86203, University Library of Munich, Germany.
    20. Hattori, Keisuke & Zennyo, Yusuke, 2018. "Heterogeneous Consumer Expectations and Monopoly Pricing for Durables with Network Externalities," MPRA Paper 89893, University Library of Munich, Germany, revised 08 Nov 2018.

    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:jomega:v:84:y:2019:i:c:p:1-17. 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/wps/find/journaldescription.cws_home/375/description#description .

    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.