Ying Li
ABSTRACT
In this paper, consumer overconfidence and the decision behavior of manufacturer are incorporated into the retailer's price decision in the supply chain. Through the analysis of overconfident consumers' purchasing decision with linear utility function, this paper study the retail and wholesale price decision of perishable products and get the profit of manufacturer and retailer in centralized and decentralized supply chain. In addition, the revenue sharing ratio among the manufacturer and retailer, the effect of consumer overconfidence level on the price decisions and profits are analyzed.
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Index Terms
- Study on the Pricing of Perishable Products in the Supply Chain with Overconfident Consumers
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