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Pricing And Profit Condition : Consumers ' Bias And The Influence Of The Dealer Costs On Retailers

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Given that equilibrium prices and profits of two retailers are known, consumers’ bias and the influence of the dealer costs on retailers’ pricing and profit condition will be discussed in four contexts: When a + b < 1 and c1 < c2, that is, consumers may like shopping in MCRs retail stores while costs of MCRs retailers are higher than that of Dotcoms retailers, MCRs retailers now have priority from aspects of consumers’ preference, and Dotcoms retailers are superior to MCRs in term of costs. a + b < 1, so k(b – a)(a + b – 1) < 0; c1 < c2, so c1- c2< 0. Therefore, p1 – p2 < 0 must be true, so equilibrium price of MCRs retailers is higher than that of Dotcoms retailers.
Only when c1- c2 > a critical value k(b − a )( a + b− 1) can MCRs …show more content…

When a + b > 1 and c1 < c2, both MCRs retailers and Dotcoms retailers have superiorities from aspects of consumers’ preference and costs. a + b > 1, then k (b − a )( a + b− 1) > 0; c1 < c2, so c1- c2< 0. When c2- c1 > a critical value k(b − a )( a + b− 1), equilibrium price of MCRs retailers is higher than that of Dotcoms retailers; when c2- c1 < k(b − a )( a + b− 1), equilibrium price of Dotcoms retailers will be not as high as that of other retailers.
Under this occasion, ᴫ_1- ᴫ_2<0 must be true, Dotcoms retailers since the former retailers are more superior to MCRs in terms of equilibrium price and costs, and profits that Dotcoms retailers achieve are more significant. When a + b > 1 and c1 > c2, Dotcoms retailers has superiority in consumers’ preference while the opposite retailers have priority in term of costs. a + b > 1, then k (b − a) (a + b− 1) > 0; c1 < c2, so c1- c2> 0. Therefore, p1 – p2 > 0 must be true, that is, equilibrium price of Dotcoms retailers is higher than that of MCRs retailers.
Based on above analysis, it can be concluded that consumers’ preference, business costs have great impact on retailers’ pricing behaviors and profits; besides, the two factors directly determine price dispersion rate between two retailers.
However, most consumers of China do not trust e-commercial retailers since e-commerce market still has a rather shorter history in China. Most researchers found out that prices of most Dotcoms

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