| Summary: | 碩士 === 國立中興大學 === 企業管理學系所 === 104 === With the change of consumer habit and information becoming more transparent, consumers will value more on the price, but less on the quality. The expiry date and the appearance are both reference to evaluate the quality. Also, the decrease in expiry date and the defect of the product will both hurt the consumer awareness for product quality. Many retailers sell imperfect goods or expired items with lower price. Clearance not only reduces the loss from scrapping, but also increases the flow of goods. However, the layouts and the mark of clearance are different from one another. The layout will directly influence the probability of consumer going to the clearance area.
This thesis take the consumer’ willingness to pay, the proportion of two consumers segment with different level of quality preference, the importance of quality to consumers and the difference between clearance and normal goods into account. Strategies adopted under different context from the perspective of product line design are analyzed in this study.
The result shows that when a retailer’s purchase costs are moderate, she would provide the clearance items. The more proportion of low-segment consumers, the higher the conspicuousness for clearance items. The low-segment consumers who prefer quality and are not exposed to clearance items will buy high-quality goods, and clearance items will be set more secretly. Furthermore, quality of clearance items decreases when time flies, a retailers sets clearance items inconspicuous, however, when the quality of goods is low enough, a retailers has an incentive to set them more conspicuously.
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