An exact algorithm for the static pricing problem under discrete mixed logit demand

Abstract

Price differentiation is a common strategy in many markets. In this paper, we study a static multiproduct price optimization problem with demand given by a discrete mixed multinomial logit model. By considering a mixed logit model that includes customer specific variables and parameters in the utility specification, our pricing problem reflects well the discrete choice models used in practice. To solve this pricing problem, we design an efficient iterative optimization algorithm that asymptotically converges to the optimal solution. To this end, a linear optimization (LO) problem is formulated, based on the trust-region approach, to find a “good” feasible solution and approximate the problem from below. A convex optimization problem is designed using a convexification technique to approximate the optimization problem from above. Then, using a branching method, we tighten the optimality gap. The effectiveness of our algorithm is illustrated on several cases, and compared against solvers and existing state-of-the-art methods in the literature.