Operations, Information and Decisions Papers

Document Type

Journal Article

Date of this Version

6-2009

Publication Source

International Journal of Research in Marketing

Volume

26

Issue

2

Start Page

125

Last Page

135

DOI

10.1016/j.ijresmar.2008.12.004

Abstract

In this paper, we focus on the perspective and business model of the rentailer — a retail outlet that rents and sells new and used home video titles. This requires predicting the consumer's decision to rent or buy a particular title, segmenting its customer base, and pricing new and used titles. We develop a new model based on a simple heuristic found in the behavioral marketing literature of how people predict their own usage of a service. We estimate the model using a unique panel dataset obtained from a large rentailer, and find it provides a good fit to the data. Using the model estimates we obtain a metric indicating a latent customer tendency to buy at full price (compared to buying at a lower price or renting). Other diagnostic information from the model may help convert renters into buyers. First, expected viewing may be pitched to the consumer in order to persuade consumers that the movie will be well utilized. Secondly, we use the model to generate customized new and used title prices.

Copyright/Permission Statement

© . This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/

Keywords

consumer behavior, choice modeling, statistical applications, segmentation, pricing

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Date Posted: 27 November 2017

This document has been peer reviewed.