Strategic Pricing Dilemma in the Instant Noodle Industry: A Game Theory Analysis of Kokomi Brand in Vietnam

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dc.contributor.advisorKorzilius, H.
dc.contributor.authorCong Thanh, Nguyen
dc.date.issued2024-07-09
dc.description.abstractThis thesis examines consumer reactions to the pricing changes and apply game theory to analyze the pricing strategies of two leading instant noodle brands in Vietnam. Results show a strong preference for Hao Hao when prices are equal or lower and demonstrate high price sensitivity among consumers. Game theory analysis recommend that maintaining stable prices maximizes payoffs for both brands. These findings suggest that Kokomi and Hao Hao should explore alternatives such as operational efficiencies, product innovations, and value-added marketing rather than price increases to manage rising production costs. This research contributes to the understanding of pricing dynamics in low-involvement products and provides practical insights for strategic pricing in the instant noodle market, paving the ways for application of game theory in pricing strategies and Marketing.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17876
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Business Analysis and Modelling
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleStrategic Pricing Dilemma in the Instant Noodle Industry: A Game Theory Analysis of Kokomi Brand in Vietnam

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