A Study on the Consumer Response to a Dynamic Pricing Strategy Based on More Accurately Measured Shelf-Life Variations Enabled by Innovation in Food Retail Marketing Strategy

摘要

There is increasing interest in safety, quality, and pricing of perishable foods. As perishable foods are highly sensitive to temperature and have short shelf lives, implementation of efficient traceability systems is crucial to food supply chain management in order to reduce consumers' concerns about food safety and quality. Substantial benefits, such as more accurate shelf-life identification and tailored dynamic pricing based on shelf life variations, stemming from advanced traceability systems have been reported in prior studies. However, there is no evidence that consumers will show interest in, or their purchasing behavior will be significantly and positively influenced by such innovative strategies. In this paper, the authors conducted a survey to investigate the potential response of consumers to the innovation in retail marketing with a dynamic pricing strategy based on more accurate shelf-life information and resultant benefits from the innovation. The study showed positive response from consumers to the proposed strategy and promising benefits from the innovation.