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Dynamic Multiple Pricing of Perishable Products the Impact on Customer Value

Author: WuZongHan
Tutor: WangShuYing
School: Nankai University
Course:
Keywords: Dynamic multiple pricing Perishable products Customer value Consumer behavior
CLC: F713.55
Type: PhD thesis
Year: 2012
Downloads: 8
Quote: 0
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Abstract


Marketing in the field of consumer behavior research is avery popular research topic.Manufacturers have increasinglyrecognizes the importance of and concerned about thelong-term customer, causes the development of new customerthan the high cost of maintaining old customers. Businessneeds revenue from new customers and repeat purchase of theold customers, so manufacturers in addition to actively seeknew customers source, should also ensure that existingcustomer base, while to establish long-term customerrelationships.Customer repurchase intention, however, mainly due totheir services or products affected by perceived value.Perishable goods how to create customer value? This study to the quality of perishable goods (the remaining shelf life) meansdynamic link pricing strategies based on consumer perceptions,in turn affecting consumer behavior.Significance of this study is to create another new way ofthinking of marketing management. Dynamic multi-pricing isused for a single product based on the remaining period of thedifferent and the setting of different selling prices. In order forperishable goods are better value in use, so this study revenuemanagement to improve the value of perishable goods.Contribution of this study can produce when consumers face somany different kinds of maturity of fresh products, the firstelement to consider what the family demand (consumptiongoods time and the number of customers), price, or productfreshness. Enable consumers according to their own needs andfeelings, the selection of goods to meet their own needs. Emphasis on perishable foods fresh and delicious; for thefreshness of food supply and the price of its special importance,such as meat, seafood and vegetables, all of the above itemsare perishable, that is short of food will be the extent ofcorruption or loss of taste, If sales are not the best tasting in theperiod consumed in order to maintain product quality, theingredients will be discarded, resulting in the cost of waste.In perishable goods (fresh food) study, divided into twoareas: vendor market patterns and consumer behavior. Patternsin the market research firms, perishable goods are classified inperfect competition to market goods and goods classified in thesame nature, in the eyes of consumers is exactly the samegoods (complete alternative products). In consumer behaviorresearch, perishable commodities are habitual buying behavior,no significant difference between brands of goods, usually cheap, buy low risk than those without a strong brandloyalty.Consumers decide whether to buy depends on the qualityfactors (freshness) and price.Purpose of this study is to study the creation of a singleperishable commodity dynamic multi-commodity pricing onconsumer behavior, perceived value of them, then providemultiple pricing perishable goods manufacturers in the feasibilityassessment.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market > Business psychology, psychology of the market
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