Title: Study on Apparel Pricing and Ordering Decision Based on Strategic Consumer Behavior
Abstract: In apparel sales market where strategic consumers and non-strategic consumers coexist,this paper considers the influence of existence of strategic consumers with delayed buying intention on retailers'pricing and ordering decision.In the case of uncertain market demand and random consumer psychological valuation for the apparel commodity,this paper analyzes consumers'purchase decision,establishes retailers'profit model including strategic consumers and studies pricing and ordering strategy maximizing retailers'expected profit.On this basis,this paper further analyzes the situation where retailers adopt rationing strategy.Through analyzing the influence of parameter variation on the model on retailers'decision,it is found that when the proportion of strategic consumers rises,corresponding expected profit will decline.Retailers may adopt rationing strategy to reduce consumers'intention of delaying purchase to increase sale proceeds.Besides,retailers'pricing decision and ordering decision cooperates with each other.
Publication Year: 2015
Publication Date: 2015-01-01
Language: en
Type: article
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