Study On Pricing Strategy For Perishable Products Considering Customer’s Behavior

Perishable products refer to the products whose salvages are less or even negative number, and they have been widely used in our daily life. Revenue management is used for the sellers to deal with the perishable product problems; the aim is maximizing the revenue of the sellers. As a launch of revenue management, the pricing problems for perishable products are paid close attention by the scholars at home and abroad in recent years. Most of traditional papers for the pricing problems for perishable products believed the customers are myopic, that is to say, if the price of the perishable product is lower than their reservation price, they will buy it. However, a lot of empirical studies and facts showed, the customers are strategic, that is to say, they purse to maximize their consumer plus. The pricing problems for perishable products which have the strategic customer assumption are more popular for the scholars now. As the decision-making theory develops, the features of the behavior by strategic customers in the market transactions have attracted some scholars. Nevertheless, the studies on the pricing problems for perishable products with customer behavior are not popular. Therefore, refining the pricing problems for perishable products with customer behavior and getting the pricing strategies by setting up the pricing models have critical meanings in theory and practice.This thesis is written for the pricing problems for perishable products with customer behavior, the main work is summarized as follows:First, refine the pricing problems for perishable products with customer behavior. Summarize and analyze the customer behavior which may exist in the pricing problems for perishable products, and refine two kinds of the pricing problems for perishable products with customer behavior, which are the pricing strategy problems for perishable products with customer inequality aversion and regret aversion behavior.Secondly, come up with the pricing strategy models for perishable products with customer inequality aversion behavior. To begin with, come up with the problem description of the pricing problem for perishable products with customer inequality aversion behavior, the formula description of fairness perception condition and fairness utility. Moreover, offer the models which are the pricing models for perishable products with fairness perception and fairness utility, and then give the solutions of the pricing models, numerical example analysis and the pricing strategy for perishable products.Thirdly, come up with the pricing strategy models for perishable products with customer regret aversion behavior. To begin with, come up with the problem description of the pricing problem for perishable products with customer regret aversion behavior and regret-rejoice utility. Moreover, offer the models which are the pricing models for perishable products with customer inequality aversion and regret aversion, and then give the solutions of the pricing models, numerical example analysis and the pricing strategy for perishable products.Fourthly, come up with comparative analysis among four pricing models for perishable products considering customer’s behavior. To begin with, summarize and analyze the main characters, common points and different points of the four models. Moreover, give the pricing strategy for four models for perishable products, and then summarize and analyze the pricing problem for perishable products in the aspects of initial pricing strategy and price adjustment strategy.This thesis not only gives some reference for the sellers or enterprises, but also has some conduct function for revenue management and decision-making theory. This thesis offers the theory instruction for revenue management problems with customer behavior and methods for related research.