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Pricing Decision in a Dual-Channel System with Heterogeneous Consumers

In: Liss 2013

Author

Listed:
  • Feng Li

    (South China University of Technology)

  • Junling Liu

    (South China University of Technology)

  • Ying Wei

    (Jinan University)

Abstract

This paper studies the impact of consumer behavior factor on pricing strategy of a dual-channel supply chain system, which consists of a manufacturer and an independent retailer. We describe a manufacturer-leader Stackelberg game scenario. In the market, potential customers make their own purchasing decision according to product price on each channel, their preference for each channel—loyalty, and degree of rationality in decision-making process, etc. To represent behaviors of heterogeneous potential customers in the market, agent-based modeling and simulation is introduced to model each customer. Our numerical results show the manufacturer prefers to regard customer as being perfect rationality. On the other side, the retailer prefers to bargain for that rationality.

Suggested Citation

  • Feng Li & Junling Liu & Ying Wei, 2015. "Pricing Decision in a Dual-Channel System with Heterogeneous Consumers," Springer Books, in: Runtong Zhang & Zhenji Zhang & Kecheng Liu & Juliang Zhang (ed.), Liss 2013, pages 307-314, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-40660-7_45
    DOI: 10.1007/978-3-642-40660-7_45
    as

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