Sales strategies considering consumer purchasing preferences for imperfect complementary products

Wen-wen Ren, Yong Liu (), Qi Zhang and Xiao-ying Wang
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Wen-wen Ren: Jiangnan University
Yong Liu: Jiangnan University
Qi Zhang: Jiangnan University
Xiao-ying Wang: Jiangnan University

Journal of Revenue and Pricing Management, 2022, vol. 21, issue 2, No 7, 164-182

Abstract: Abstract Sales strategies have a great impact on changes in supply and demand and a suitable sales strategy can reduce marketing costs and increase consumer purchasing preferences. Concerning the sales problems of imperfect complementary products in the two-stage supply chain consisting of two manufacturers and one retailer, by introducing the concept of complementarity elasticity, we measure the degree of complementarity and analyze the relationship between product complementarity and consumer purchasing preference, and we construct a supply chain coordination mechanism.

Keywords: Consumer purchasing preferences; Imperfect complementary products; Sales strategy; Complementary elasticity; Coordination mechanism (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1057/s41272-021-00291-5

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