The Effect of the Consumer\'s Internal Reference Prices Adjusted on Demand Function and Manufacturer\'s Pricing Strategy

The contents discussed in this study are(1)How does the spreading of a new price information affect the adjustment of a consumer\'s internal reference prices, the actual purchase quantity of a consumer for a product and demand function shifting ? (2) Based on the static demand function and considered the effect of the internal reference price on consumer\'s purchase behavior, a new dynamic demand function which we call it pricing-oriented demand function is establish.

(3) Based on the demand function mentioned above, a new model of pricing strategy will be created.(4)Based on the model mentioned above, we set up \"the pricing strategy model of maximizing profit rate\" and \"the pricing strategy model of optimal fix price\". (5)For getting more useful information, his study check the variables which affected consumer\'s purchase behavior and demand function shifting by taking a question are survey.