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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Pricing Decision in a Dual-Channel System with Heterogeneous Consumers
verfasst von : Feng Li, Junling Liu, Ying Wei
Erschienen in: LISS 2013
Verlag: Springer Berlin Heidelberg
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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.