SELECTION OF PRODUCT ATTRIBUTES: A JOINT OPTIMIZATION OF CONSUMERS’ UTILITY AND MARKETERS’ PROFIT IN HIGHT TECH INDUSTRIES

Year 2007, Volume: 3 Issue: 5, 21 - 35, 01.06.2007

Oya Erdil Mevlüt Baydar

Abstract

This paper analyzes to find a general model of the decision to add an attribute to a product with the objective of maximizing consumers’ welfare utility while maximizing marketers’ profit at the same time. The optimal strategy, optimal combination of product attributes, is found in two steps. First, the optimal price is derived from the firm optimization problem as a function of product attributes. Second, the consumer problem is solved by substituting the price with the optimal price. As a result, an attribute should be in the product if its ratio of consumer welfare to firm’s cost exceeds the threshold. On the other hand, if this ratio doesn’t provide a higher value comparde to threshold, that attribute should not be in the product

Keywords

Joint Optimization, Product Design, Product Attribute, Quality

ÜRÜN ÖZELLİKLERİNİN SEÇİMİ: YÜKSEK TEKNOLOJİ ÜRÜN PAZARINDA TÜKETİCİ İHTİYAÇLARI VE ÜRETİCİ KALİTE GELİŞTİRME HARCAMALARININ EŞZAMANLI OPTİMİZASYONU

Abstract

Bu çalışmanın amacı tüketici faydasını ve üretici karını aynı anda maksimum seviyede tutmak kaydı ile bir ürüne ilave özellik katma kararının verilmesinde genel bir karar alma modelinin bulunmasıdır. Optimal strateji, yani optimal ürün özellik kombinasyonu iki aşamada bulunmaktadır. Birinci aşamada, optimal fiyat, firma optimizasyon problemindeki ürün özelliklerinin bir fonksiyonu olarak türetilmektedir. İkinci aşamada, birinci aşamada bulunan optimal fiyat’ın tüketici probleminde yer alan fiyatın yerine konulması ile problem çözülmektedir. Sonuç olarak bir özellik tüketici faydasının üretici maliyetine olan oranı bulunan eşik değerini aşmakta ise ürüne eklenmelidir. Ancak bu oran eşik değerinin altında kalmakta ise özellik ürüne eklenmemelidir.

Keywords

Joint Optimizasyon, Ürün Tasarımı, Ürün Özellikleri, Kalite

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