Product pricing in a dual-channel supply chain considering risk seeking/aversion of decision makers and free rider consumers

نوع: Type: Thesis

مقطع: Segment: masters

عنوان: Title: Product pricing in a dual-channel supply chain considering risk seeking/aversion of decision makers and free rider consumers

ارائه دهنده: Provider: Marzieh Khanabadi

اساتید راهنما: Supervisors: Dr. Parvaneh Samouei (Ph.D)

اساتید مشاور: Advisory Professors:

اساتید ممتحن یا داور: Examining professors or referees: Dr. Javad Behnamian & Dr.Vahid Khodakarami

زمان و تاریخ ارائه: Time and date of presentation: 2025

مکان ارائه: Place of presentation: 62

چکیده: Abstract: With the development of the internet, supply chain structures have moved away from traditional models and have transformed into a combination of online channels and physical stores, leading to the formation of dual-channel supply chains. With the emergence of dual-channel supply chains, the phenomenon of free-riding consumers has increased and has had significant impacts on the pricing process. Additionally, considering global policies and the importance of environmental responsibilities, product recycling has played a significant role in supply chains and directly affects pricing decisions. Moreover, the randomness of demand leads to risks that push supply chain members towards risk-seeking or risk-averse strategies. This research analyzes pricing and profitability in a closed-loop dual-channel supply chain, considering the risk-seeking and risk-averse behaviors of the manufacturer and retailer, as well as the effect of consumer free-riding and revenue sharing from recycling. In this research, supply chain decisions have been compared under two centralized and decentralized structures. In the centralized case, all decisions are made with the goal of optimizing the total profit of the chain, while in the decentralized case, the manufacturer and retailer each seek to optimize their own profits. These analyses specifically address the role of risk-seeking and risk-averse behavior in optimizing total profit in both structures. The research method is as follows: first, the profit equations for the manufacturer and retailer are analytically defined considering risk and free-riding parameters, and then, using mathematical derivative methods, decision-making equations are extracted. In the centralized case, these equations are solved as a system to obtain the optimal decisions for the entire chain. In the decentralized case, using the Stackelberg model where the manufacturer is the leader, the competitive behavior between the manufacturer and retailer is modeled and the results related to optimization are extracted. The results show that in the risk-seeking mode, the total profit of the centralized chain in both risk-averse and risk-seeking approaches is about 28% higher than in the decentralized mode. Also, the retailer's share of recycling in the centralized chain has no effect on the total profit, but in the decentralized chain this ratio has a significant effect on the profit and cooperation among chain members. On the other hand, in both types of supply chain structures, the risk-seeking mode generates more profit than the risk-averse mode. This research shows that the risk-seeking mode and the centralized model have the best performance for optimizing the profit of the supply chain, while in the decentralized mode, coordination and determining the appropriate share of recycling profit can effectively help improve efficiency and profitability

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