Product Price, Quality and Service Decisions under Consumer Choice Models V: A Dealer Optimally Offers a Markup-Ordered Assortment and Attaches Long Service to an Adjusted-Markup-Ordered SetResearch Paper
Motivation
Car dealers, electronics retailers and office suppliers sell products whose prices and features are set upstream by manufacturers, and bundle each product with a service of their own: maintenance, repairs or a warranty. The dealer's short-term problem is then purely combinatorial. Which products should be carried, and which of them should come with a long rather than a short service? Longer service makes a product more attractive to consumers but costs the dealer more per unit sold, and the cost per unit of service time depends on the product's quality.
Wang, Ke and Cui (SSRN 3766191, accepted at Manufacturing & Service Operations Management) study price, quality and service decisions under multinomial logit (MNL) and nested logit demand. Section 5.2 of the paper treats the dealer's problem and shows that its solution has a two-threshold structure. This mission formalizes that result, Theorem 5, together with the steps of its proof in the Online Supplement.
The single-service version of the question is classical: under MNL demand with fixed prices, the profit-maximizing assortment consists of the products with the highest margins, a revenue-ordered (here: markup-ordered) assortment (Talluri & van Ryzin 2004). Theorem 5 extends this to two service options per product, where the choice is between three actions for each product (not offered, short service, long service) and the margin of each action differs.
Setting
There are products . Product has a fixed price and quality , a quality sensitivity , a service utility per unit time , a unit production cost , and a service cost per unit time . Two service durations are available: a short one and a long one .
The dealer chooses two disjoint sets : products in are offered with service duration , products in with , and the others are not offered. A product offered with duration has attraction and markup . Under MNL demand with an outside option, product is bought with probability
and similarly with for (eq. (12)). The dealer's expected profit, with market size one, is
and problem (13) is to maximize over disjoint pairs .
Two orderings of products appear in the answer. The short-service markup is . The adjusted markup is
A markup-ordered assortment is a set of the products with the highest values of ; an adjusted markup-ordered set is a set of the products with the highest values of .
Formalization targets
Goal: Theorem 5
Assume , and for all . There are thresholds such that, with and ,
Part (a) of the paper (a markup-ordered assortment is an optimal offer set) and part (b) (long service on an adjusted markup-ordered subset of it, short service on the rest) are one statement about the same .
Milestones from the proof (Online Supplement p. 8)
- (EC.11). For disjoint , if and only if , where , and .
- The fixed point. ; is non-increasing; has a unique root , and is the optimal value of (13).
- Breakpoints. are the roots of , , , and .
- Piecewise form. on , on , on .
- Level sets at . and is an optimal pair with profit .
Significance
Problem (13) has feasible pairs. Theorem 5 reduces the search to at most pairs indexed by two thresholds, and it says which products deserve the long service: those with the highest adjusted margin , which charges each unit of service cost at the rate rather than at . The paper's managerial reading is that high-margin products go with long service, as with retailers that attach longer warranties to expensive items.
The result is proved in the paper; none of it is machine-checked. A formal proof gives a verified two-service extension of the MNL revenue-ordered assortment theorem, and the fixed-point reduction (milestones 1 and 2) is a reusable device for MNL assortment problems with several options per product.
Difficulty
The profit is a ratio of sums, so exchanging one product's service changes every choice probability, and pairwise exchange arguments do not directly compare assortments. The naive idea of ranking products by a single margin fails: the long-service margin and the short-service margin order products differently, and the long service also raises the product's attraction. Neither ordering alone decides which products get long service. The adjusted markup is the breakpoint at which long and short service become equally profitable, and the three breakpoints must line up for the threshold structure to hold. This ordering uses : with a negative service cost the long service can be optimal for a product whose adjusted markup is below that of a product left unserved, and part (b) fails.
Formalization scope
- Products are
Fin N(0-based); is allowed. All parameters are arbitrary real vectors and real numbers; prices and qualities are fixed data, not decisions. - The outside option is the constant in the denominator. The MNL formula is the definition; its derivation from Gumbel utilities is cited, not formalized.
- Decisions are pairs of
Finset (Fin N)withDisjoint Sl Ss; optimality is a global inequality against every disjoint pair. - "Markup-ordered" and "adjusted markup-ordered" are upper level sets , with real thresholds. Each is a prefix of every decreasing relabelling, so no tie-break is fixed; the empty and the full set are allowed.
- The model's standing assumptions are explicit hypotheses wherever they are used: (shortest and longest duration), (service utility) and (service cost). The first two make well defined; is a total Lean function that returns when its denominator vanishes, a value no statement relies on. No sign is imposed on or .
- Trivializing formalizations are ruled out: the statement has two service levels (a single level would be the Talluri–van Ryzin theorem), uses level sets rather than a fixed relabelling with strict orders, ties the long-service set to the same offered set in (a) and (b) instead of using independent existentials, and states the three hypotheses rather than leaving them implicit.
- Definitions: the MNL choice probabilities and profit (12)–(13), and the auxiliary functions , , . Proofs of the milestones need only finite sums,
maxand elementary real analysis. Proofs of any milestone, and alternative routes to Theorem 5, are welcome.
Selected references
- Ruxian Wang, Chenxu Ke, Shiliang Cui, Product Price, Quality and Service Decisions under Consumer Choice Models, Manufacturing & Service Operations Management, 2022 (accepted manuscript, SSRN 3766191). https://ssrn.com/abstract=3766191 — DOI of the published version: https://doi.org/10.1287/msom.2020.0947
- Kalyan Talluri, Garrett van Ryzin, Revenue Management Under a General Discrete Choice Model of Consumer Behavior, Management Science 50(1), 2004. https://doi.org/10.1287/mnsc.1030.0147
- Daniel McFadden, Conditional Logit Analysis of Qualitative Choice Behavior, in Frontiers in Econometrics, Academic Press, 1974.