Purpose – Pricing is a strategic competitive leverage and firms increasingly utilize data-driven pricing methods. Estimates of product-level price elasticities are needed to determine the best prices for each product, hence reliable estimation is of first-order importance. However, due to the increasing number of products and dynamics of customer behavior, relevant historical data is often limited. Design/methodology/approach – The objective of this paper is to jointly cluster products with similar price elasticities and estimate this cluster-specific quantity using regression clustering. An extension of the regression clustering problem. Two heuristics are proposed: The gradient descentbased heuristic iterates through feasible solutions to increase cluster-specific regression fit. The categorical ordering heuristic fits a regression for each product, orders the products based on the mean response, and splits them at the largest gap. Using simulated and real-world datasets, a comparative performance analysis is conducted. Findings – Using the gradient descent-based heuristic with multiple starting solutions gives the best performance. The computational times could decrease with smart initial solutions, which is especially critical if the number of products is large. The categorical ordering heuristic, the fastest method, performs better when there are more than two clusters but suffers from robustness problems. Discussion – The findings show that offered heuristics are effective to estimate product-specific price elasticity with limited data. Firms could leverage these estimates to increase revenues and profits by better aligning product prices with demand. Given that many products have limited relevant data, the extent of the applications of our method is quite large which, in turn, could help firms stay competitive.
___
Andreyeva, T., Long, M. W. and Brownell, K. D. (2010). The impact of food prices on consumption: a systematic review of research on the price elasticity of demand for food, American Journal of Public Health, 100(2), 216–222.
Bagirov, A. M., Mahmood, A. and Barton, A. (2017). Prediction of monthly rainfall in Victoria, Australia: Clusterwise linear regression approach, Atmospheric Research, 188, 20–29.
Bauer, J. and Jannach, D. (2018). Optimal pricing in e-commerce based on sparse and noisy data, Decision Support Systems, 106, 53-63.
Bonomo, M., Carvalho, C., Kryvtsov, O., Ribon, S. and Rigato, R. (2020). Multi-product pricing: Theory and evidence from large retailers in Israel, https://www.bankofcanada.ca/wp-content/uploads/2020/04/swp2020- 12.pdf (Last Accessed: 15 December 2020).
Brusco, M. J., Cradit, J. D. and Tashchian, A. (2003). Multicriterion clusterwise regression for joint segmentation settings: An application to customer value, Journal of Marketing Research, 40(2), 225–234.
Carbonneau, R. A., Caporossi, G. and Hansen, P. (2011). Globally optimal clusterwise regression by mixed logical-quadratic programming, European Journal of Operational Research, 212(1), 213–222.
Carbonneau, R. A., Caporossi, G. and Hansen, P. (2012). Extensions to the repetitive branch and bound algorithm for globally optimal clusterwise regression, Computers & Operations Research, 39(11), 2748– 2762.
Charles, C. (1977). R´egression typologique et reconnaissance des forms, PhD thesis. Cohen, M. C., Leung, N. H. Z., Panchamgam, K., Perakis, G. and Smith, A. (2017). The impact of linear optimization on promotion planning, Operations Research, 65(2), 446-468.
Costanigro, M., Mittelhammer, R. C. and McCluskey, J. J. (2009). Estimating class-specific parametric models under class uncertainty: Local polynomial regression clustering in an hedonic analysis of wine markets, Journal of Applied Econometrics, 24(7), 1117–1135.
DeSarbo, W. S. and Cron, W. L. (1988). A maximum likelihood methodology for clusterwise linear regression, Journal of Classification, 5(2), 249–282.
Fibich, G., Gavious, A. and Lowengart, O. (2005). The dynamics of price elasticity of demand in the presence of reference price effects, Journal of the Academy of Marketing Science, 33(1), 66-78.
Fisher, W. D. (1958). On grouping for maximum homogeneity, Journal of the American statistical Association, 53(284), 789-798.
Greenstein-Messica, A. and Rokach, L. (2020). Machine learning and operation research based method for promotion optimization of products with no price elasticity history, Electronic Commerce Research and Applications, 40, 100914.
Hastie, T., Tibshirani, R. and Friedman, J. (2009). The Elements Of Statistical Learning: Data Mining, Inference, And Prediction, New York, Springer Science & Business Media.
He, L., Huang, G. and Lu, H. (2008). Health-risk based groundwater remediation system optimization through clusterwise linear regression, Environmental science & technology, 42(24), 9237–9243.
Joki, K., Bagirov, A. M., Karmitsa, N., Mäkelä, M. M. and Taheri, S. (2020). Clusterwise support vector linear regression, European Journal of Operational Research, 287(1), 19-35.
Kayış, E. (2020). A gradient descent based heuristic for solving regression clustering problems, in Proceedings of the 9th International Conference on Data Science, Technology and Applications, online, 7-9 July 2020, Portugal, SciTePress, 102–108.
Klein, R., Koch, S., Steinhardt, C. and Strauss, A. K. (2020). A review of revenue management: recent generalizations and advances in industry applications. European Journal of Operational Research, 284(2), 397-412.
Lau, K.-N., Leung, P.-l. and Tse, K.-k. (1999). A mathematical programming approach to clusterwise regression model and its extensions, European Journal of Operational Research, 116(3), 640–652.
McClelland, R. L. and Kronmal, R. (2002). Regression based variable clustering for data reduction, Statistics in Medicine, 21(6), 921–941.
Park, Y. W. , Jiang, Y. , Klabjan, D. and Williams, L. (2017). Algorithms for generalized clusterwise linear regression, INFORMS Journal on Computing, 29 (2), 301–317.
Peer, D. (2019). What does SKU mean in the grocery business?, https://smallbusiness.chron.com/sku-mean-grocerybusiness-75577.html (Last Accessed: 15 December 2020).
Späth, H. (1979). Algorithm 39 clusterwise linear regression, Computing, 22(4), 367-373.
Talluri, K. T. and Van Ryzin, G. J. (2006). The Theory and Practice Of Revenue Management, New York, Springer Science & Business Media.
Wedel, M., and Kistemaker, C. (1989). Consumer benefit segmentation using clusterwise linear regression, International Journal of Research in Marketing, 6 (1), 45-59.
Yazgan, H.R., Candan, G., Ataman, M. (2019). Talep tahmini ve dinamik fiyatlandırma ile havayolu bilet fiyatlarının belirlenmesi, İşletme Araştırmaları Dergisi, 11(2), 732-742.
Ye, P., Qian, J., Chen, J., Wu, C. H., Zhou, Y., De Mars, S. and Zhang, L. (2018). Customized regression model for Airbnb dynamic pricing, in Proceedings of the 24th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining, in London, United Kingdom, 19-23 August 2018, New York, Association for Computing Machinery, 932-940.
Yıldırım, E., Mert, K. (2019). Etik dışı fiyatlandırma uygulamaları karşısında tüketicilerin düşünce ve davranışlarının incelenmesine yönelik bir araştırma, İşletme Araştırmaları Dergisi, 11(4), 2876-2892.