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A capacitated firm’s pricing strategies for strategic consumers with different search costs

Author

Listed:
  • Mingzheng Wang

    (Dalian University of Technology)

  • Mengru Ma

    (Dalian University of Technology)

  • Xiaohang Yue

    (University of Wisconsin-Milwaukee)

  • Samar Mukhopadhyay

    (Sungkyunkwan University-GSB)

Abstract

This paper studies pricing strategies of a seller with budget constraints facing two types of strategic consumers with different search costs, and proposes three pricing strategies to motivate all consumers to visit his shop. These are the basic price strategy, differentiated compensation strategy and an improved differentiated compensation strategy. Based on the rational expectations paradigm, we characterize the rational expectations equilibrium in the game and propose a basic pricing strategy. In order to address the interplay between price and demand, we further propose a differentiated compensation strategy to improve the basic model. We then compare the differentiated compensation strategy to the basic pricing strategy when both are feasible. We find that selection of the optimal strategy is independent of composition of consumers but is dependent on the seller’s budget level and the difference between the two search costs. If the budget is large enough and the difference between the search costs is small enough, a differentiated compensation strategy can further improve the seller’s profitability. In addition to these findings, we first propose an improved differentiated compensation strategy to further enhance the firm’s profit. We find that the optimal strategy is to implement the improved differentiated compensation strategy when all three strategies are feasible. Interestingly, the firm may benefit from paying a high compensation to the consumers.

Suggested Citation

  • Mingzheng Wang & Mengru Ma & Xiaohang Yue & Samar Mukhopadhyay, 2016. "A capacitated firm’s pricing strategies for strategic consumers with different search costs," Annals of Operations Research, Springer, vol. 240(2), pages 731-760, May.
    • Handle: RePEc:spr:annopr:v:240:y:2016:i:2:d:10.1007_s10479-013-1512-3
    DOI: 10.1007/s10479-013-1512-3
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    References listed on IDEAS

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