A Study Of Closed-Loop Supply Chain Pricing Decisons Considering Consumer Behavior Preferences

As market economies develop and consumer buying behaviour becomes increasingly complex and diverse,consumer decision making and pricing are two important areas of research in supply chain management.However,problems with closed-loop supply chains are also becoming increasingly apparent.The increase in the number of end-of-life electrical and electronic products in the market,in response to sustainable policies such as green and recycled use,many companies are broadening their reverse recycling business to re-produce remanufactured products and place them on the market for sale.Therefore,the pricing strategy for new and remanufactured products has become an important decision-making issue that needs to be addressed urgently.However,consumers often choose goods based on benchmark prices or quality comparisons,and consumer buying behaviour is becoming increasingly complex and variable,with consumers not only needing to buy goods to generate utility,but also making strategic efforts to maximise utility,thus making it critical for companies to make advances in market diversity decisions by taking into account the impact of consumer psychology and behaviour when setting product prices,and by incorporating complex market conditions.Against this background,the research has combed through the literature on consumer behaviour and determined that the direction of this study is to focus on consumer loss aversion behaviour and strategic behaviour.Based on this,we understand the concepts related to consumer utility and have conducted a theoretical review of supply chain management and game theoretical approaches,focusing on the following two aspects: On the one hand,the structure of the asymmetric competitive environment is studied,where there are dominant and non-dominant retailers in the market,and the reference point is determined by the dominant retailer only,comparing the price,quality and profit differences of the non-dominant retailer’s products.On the other hand,a two-cycle game model is constructed by considering a supply chain consisting of a manufacturer and a remanufacturer,and introducing the strategic inter-period purchasing behaviour of consumers into the model,to analyse the impact of new and remanufactured products on product prices and profits in a closed-loop supply chain when faced with the strategic behaviour of consumers by a manufacturer with recycling and remanufacturing capabilities and a general retailer.In addition,in conjunction with the relevant findings in the previous chapters,the W manufacturing companies implementing closed-loop supply chain management are explored to summarise the pricing decision problem of W companies when faced with new and remanufactured products,and provide decision recommendations based on their application effects.The analysis of the study leads to the following conclusions: firstly,the impact of consumer loss aversion behaviour on the price and quality decisions of retailers in an asymmetrical competitive environment is analysed,and there is an equilibrium solution in the market when the marginal cost of quality is inconsistent;consumer loss aversion behaviour always makes both retailers less profitable,and consumer behaviour forces retailers to make policies to attract consumer purchases.Furthermore,analysing the impact of consumers’ strategic behaviour on each member of the supply chain,the results of the study show that the profits obtained in the second cycle are greater than those in the first cycle,which suggests that consumers are more inclined to delay consumption.Also,the presence of remanufactured products in the second cycle makes consumers more tolerant of the diversity of products on the market.Remanufactured products with relatively low prices are more popular with manufacturers and retailers,who often adopt price reduction strategies to attract consumers to buy them,so consumers are more likely to choose remanufactured products.