Research On Pricing Of Perishable Product Based On Strategic Consumer Behavior

With the development of the market economy and the change of market structure, the progress of information technology, the product cycle is shorter than ever, more and more products have the characteristic of perishability. The perishable goods have the characteristic of short sales cycle, low final salvage value, and the most typical one is the garment industry, common pricing is not applicable to the perishable product pricing. In the garment industry, consumers’ purchase decisions become strategic step by step, they form rational expectations to the retailers’ price and supply situation in the future by accessing information such as product sales and prices, they will choose the best buying opportunity to obtain the greatest consumer surplus. It can’t be ignored that the strategic behavior has important influence to the pricing, node of supply chain inventory strategy (this article are mainly about retailers). It becomes a hot debate in the study on supply chain management in recent years.On the basis of previous study, this dissertation has studied the problem based on perishable products and customers’strategic behavior. Firstly, under the situation of limitless supply constraints, this study considers the inverse demand function and exponential demand function in the retailer profit model, the profit of the retailer will decease with the proportion of strategic consumer increasing. If the retailer makes the price decision ignoring the consumers’ strategic behavior, the loss of the profit will increase with the proportion of strategic consumer increasing. The retailer’s optimal pricing will be lower when compared to the retailer’s optimal pricing without consumer strategic behavior.And then under the situation of limit supply constraints, the paper considers the rationing risk and price risk of consumers, divides the clothing sales season into two stages—full price period and discount price period, builds a function between the proportion of two stage consumer purchase and prices, and it establishes consumer purchase decision model and retailer pricing decision model respectively. The clothing fashion is the main factor affecting the retailers’ profit and two-stage pricing, the higher the clothing fashion, the smaller possibility retailers will set a discount price; when clothing with medium fashion, Retailers can pricing an appropriate discount in order to obtain the maximum profits; and when clothing with low fashion, retailer will have a high price in the discount period.