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Sales strategies considering consumer purchasing preferences for imperfect complementary products

Author

Listed:
  • Wen-wen Ren

    (Jiangnan University)

  • Yong Liu

    (Jiangnan University)

  • Qi Zhang

    (Jiangnan University)

  • Xiao-ying Wang

    (Jiangnan University)

Abstract

Sales strategies have a great impact on changes in supply and demand and a suitable sales strategy can reduce marketing costs and increase consumer purchasing preferences. Concerning the sales problems of imperfect complementary products in the two-stage supply chain consisting of two manufacturers and one retailer, by introducing the concept of complementarity elasticity, we measure the degree of complementarity and analyze the relationship between product complementarity and consumer purchasing preference, and we construct a supply chain coordination mechanism.

Suggested Citation

  • Wen-wen Ren & Yong Liu & Qi Zhang & Xiao-ying Wang, 2022. "Sales strategies considering consumer purchasing preferences for imperfect complementary products," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(2), pages 164-182, April.
    • Handle: RePEc:pal:jorapm:v:21:y:2022:i:2:d:10.1057_s41272-021-00291-5
    DOI: 10.1057/s41272-021-00291-5
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    References listed on IDEAS

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