Product line selection and pricing analysis: Impact of genetic relaxations

A model for the product line selection and pricing problem (PLSP) is presented andthree solution procedures based on a genetic algorithm are developed to analyze the results based on consumer preference patterns. Since the PLSP model is nonlinear and integer, two of the solution procedures use genetic encoding to “relax” the NP hard model. The relaxations result in linear integer and shortest path models for the fitness evaluation which are solved using branch and bound and labeling algorithms, respectively. Performance of the quality of solutions generated by the procedures is evaluated for various problem sizes and customer preference structures. The results show that the genetic relaxations provide efficient and effective solution methodologies for the problem, when compared to the pure artificial intelligence technique of genetic search. The impact of the preference structure on the product line and the managerial implications of the solution characteristics generated by the genetic relaxations are also discussed. The models can be used to explicitly consider tradeoffs between marketing and operations concerns in designing a product line.