Authors:
Onur Guvenc
1
;
Aiman Kazybayeva
1
and
Kuanysh Abeshev
2
Affiliations:
1
School of Management, Almaty Management University, 227 Rozibakiyeva, Almaty, Kazakhstan
;
2
School of Engineering Management, Almaty Management University, 227 Rozibakiyeva, Almaty, Kazakhstan
Keyword(s):
Gamification, Retail, Inventory, Logistics, Dynamic Price.
Abstract:
Various factors have contributed to the immense growth of dynamic pricing: demand data, technology, and decision support tools. A sample survey was conducted to get the perspectives of small business owners in retail and consumers to understand their perspective on dynamic consumer pricing and its effects on logistics. The survey questions were structured in a way to provide perspectives on consumer experience and buying behaviour concerning dynamic pricing and gamification. The study realized retail companies are not well prepared for the logistical changes due to dynamic pricing. Traditionally, retail stores have focused on ensuring that the supply chain is responsive to client demands. For instance, leftover inventory was seen as a problem arising from poor decisions on dynamic pricing. After a promotional selling season, many of the retail respondents indicated that they face problems of when and how much to mark down leftover inventory.