We consider a profit-maximizing model for pricing contracts as an extension
of the unit-demand envy-free pricing problem: customers aim to choose a
contract maximizing their utility based on a reservation bill and multiple
price coefficients (attributes). A classical approach supposes that the
customers have deterministic utilities; then, the response of each customer is
highly sensitive to price since it concentrates on the best offer. A second
approach is to consider logit model to add a probabilistic behavior in the
customers' choices. To circumvent the intrinsic instability of the former and
the resolution difficulties of the latter, we introduce a quadratically
regularized model of customer's response, which leads to a quadratic program
under complementarity constraints (QPCC). This allows to robustify the
deterministic model, while keeping a strong geometrical structure. In
particular, we show that the customer's response is governed by a polyhedral
complex, in which every polyhedral cell determines a set of contracts which is
effectively chosen. Moreover, the deterministic model is recovered as a limit
case of the regularized one. We exploit these geometrical properties to develop
an efficient pivoting heuristic, which we compare with implicit or non-linear
methods from bilevel programming. These results are illustrated by an
application to the optimal pricing of electricity contracts on the French
market.Comment: 37 pages, 9 figures; adding a section on the pricing of electricity
contract