Question

A manufacturer of microwaves has discovered that male shoppers have little value for microwaves and attribute almost no extra value to an auto- defrost feature. Female shoppers generally value microwaves more than men do and attribute greater value to the auto-defrost feature. There is little additional cost to incorporating an auto-defrost feature. Since men and women cannot be charged different prices for the same product, the manufacturer is considering introducing two different models. The manufacturer has determined that men value a simple microwave at $56 and one with auto-defrost at $74, while women value a simple microwave at $74 and one with auto-defrost at $130.

Suppose the manufacturer is considering three pricing strategies:
1. Market a single microwave, with auto-defrost, at $69, to both men and women.
2. Market a single microwave, with auto-defrost, at $121, to only women.
3. Market a simple microwave to men, at $52. Market a microwave, with auto-defrost, to women at $103. For simplicity, assume there is only 1 man and 1 woman and that if the price of a microwave is equal to an individual's willingness to pay, the individual will purchase the microwave.

Answer 1

If the number of male and female buyers is the same, then the best pricing strategy is to offer 2 different microwaves (option 3). One simple and cheap microwave for men and one with auto-defrost for women.

Step-by-step explanation:

If most buyers were women (significantly higher), then option 2 would be better, since $121 per microwave is a much higher price and even though total sales numbers may not be maximized, profits will probably be maximized.

If most buyers are men, then option 1 would be probably better, depending on the proportion of male vs female buyers.