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Agent-based simulation of pricing strategy for agri-products considering customer preference

机译：考虑客户偏好的基于代理的农产品定价策略模拟

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摘要

Agri-products typically have short life cycles and are perishable. The price of perishable goods is influenced by many factors. Customers in a market have different preferences with regard to price, the quality of the product and the brand. Though studies on pricing strategies that consider customer preference are rare, this paper addresses the problem of optimal pricing strategy for retailers considering customer preferences. Traditional mathematical methods cannot adequately describe the complexities of customer preference. Due to these complexities, this paper proposes an agent-based simulation model composed of six retailers and hundreds of customers, each with personal preferences. The different retailers set prices according to freshness, inventory, cost and other factors. Due to the perishable nature of the products considered, this paper proposes a new categorising price strategy that sets prices according to different degrees of treatments. By comparing the final profit of all retailers at the end of a simulation, the categorising price strategy is demonstrated to be the optimal strategy if customers with different preferences are randomly distributed. Furthermore, based on the model, the paper studies how optimal strategies are influenced by the proportion of customers with different preferences.
机译：农产品通常生命周期短且易腐烂。易腐商品的价格受许多因素影响。市场上的客户在价格，产品质量和品牌方面有不同的偏好。尽管很少有关于考虑顾客偏好的定价策略的研究，但本文针对考虑顾客偏好的零售商提出了最佳定价策略的问题。传统的数学方法无法充分描述客户偏好的复杂性。由于这些复杂性，本文提出了一个基于代理的仿真模型，该模型由六个零售商和数百个客户组成，每个零售商都有自己的喜好。不同的零售商根据新鲜度，库存，成本和其他因素确定价格。由于所考虑产品的易腐性，本文提出了一种新的价格分类策略，该策略根据不同的处理程度确定价格。通过在模拟结束时比较所有零售商的最终利润，如果随机选择具有不同偏好的客户，则分类价格策略被证明是最佳策略。此外，基于该模型，本文研究了具有不同偏好的客户比例如何影响最优策略。

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