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Product and Price Competition with Satiation Effects

Author

Listed:
  • Felipe Caro

    () (Anderson School of Management, University of California, Los Angeles, Los Angeles, California 90095)

  • Victor Martínez-de-Albéniz

    () (IESE Business School, University of Navarra, 08034 Barcelona, Spain)

Abstract

Consumers become satiated with a product when purchasing too much too quickly. How much is too much and how quickly is too quickly depends on the characteristics of the product relative to the time interval between consumption periods. Knowing that, consumers allocate their budget to products that generate less satiation effects. Retailers should then choose to sell products that induce minimal satiation, but usually this is operationally more costly. To study this trade-off, we provide an analytical model based on utility theory that relates customer consumption to price and satiation, in the context of multiple competing retailers. We determine the purchasing pattern over time and provide an explicit expression to determine the consumption level in steady state. We derive market shares and show that they take the form of an attraction model in which the attractiveness depends on price and product satiation. We use this to analyze the competition between firms that maximize long-term average profit. We characterize the equilibrium under three scenarios: (i) price-only competition, (ii) product-only competition, and (iii) price and product competition. The results reveal the interplay between a key marketing lever (price) and the firm's ability to offer products that generate less satiation. In particular, we show that when a firm becomes more efficient at reducing satiation, its competitor may benefit if competition is on product only, but not if it is on price and product. We also find that when satiation effects are not managed, a firm's profit may be significantly reduced while a strategic competitor can largely benefit. This paper was accepted by Yossi Aviv, operations management.

Suggested Citation

  • Felipe Caro & Victor Martínez-de-Albéniz, 2012. "Product and Price Competition with Satiation Effects," Management Science, INFORMS, vol. 58(7), pages 1357-1373, July.
  • Handle: RePEc:inm:ormnsc:v:58:y:2012:i:7:p:1357-1373
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    File URL: http://dx.doi.org/10.1287/mnsc.1110.1489
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Guillaume Roels & Xuanming Su, 2014. "Optimal Design of Social Comparison Effects: Setting Reference Groups and Reference Points," Management Science, INFORMS, vol. 60(3), pages 606-627, March.
    2. Felipe Caro & Victor Martínez-de-Albéniz & Paat Rusmevichientong, 2014. "The Assortment Packing Problem: Multiperiod Assortment Planning for Short-Lived Products," Management Science, INFORMS, vol. 60(11), pages 2701-2721, November.
    3. Canan Ulu & Dorothée Honhon & Aydın Alptekinoğlu, 2012. "Learning Consumer Tastes Through Dynamic Assortments," Operations Research, INFORMS, vol. 60(4), pages 833-849, August.
    4. Uday Karmarkar, 2015. "OM Forum—The Service and Information Economy: Research Opportunities," Manufacturing & Service Operations Management, INFORMS, vol. 17(2), pages 136-141, May.
    5. Guo, Xuezhen, 2014. "A novel Bass-type model for product life cycle quantification using aggregate market data," International Journal of Production Economics, Elsevier, vol. 158(C), pages 208-216.
    6. Aparupa Das Gupta & Uday S. Karmarkar & Guillaume Roels, 2016. "The Design of Experiential Services with Acclimation and Memory Decay: Optimal Sequence and Duration," Management Science, INFORMS, vol. 62(5), pages 1278-1296, May.
    7. Yan Liu & William L. Cooper, 2015. "Optimal Dynamic Pricing with Patient Customers," Operations Research, INFORMS, vol. 63(6), pages 1307-1319, December.
    8. Wang, Mingzheng & Liu, Junling & Chan, Hau-Ling & Choi, Tsan-Ming & Yue, Xiaohang, 2016. "Effects of carbon tariffs trading policy on duopoly market entry decisions and price competition: Insights from textile firms of developing countries," International Journal of Production Economics, Elsevier, vol. 181(PB), pages 470-484.

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