In a business environment, using dynamic pricing is a standard practice, especially in the management of revenue. Given the availability of online information concerning inventory and pricing, customers are in a position to understand pricing strategies that sellers employ, and at the same time to be able to develop a possible response strategy. In this thesis, Dynamic Pricing in the Supply Chain: Bringing the Perishable Approach to Dynamic Car Market is investigated and evaluated. This study incorporates strategic consumer response to dynamic prices, particularly for perishable goods, using a number of variables, such as income, demand and price. The main factors that influence stochastic behavior of prices in car market supply chains are the focus of the analysis. It also includes the appropriate parameters to include in a dynamic optimization-pricing supply chain problem and a discussion of how businesses can efficiently optimize the pricing problem in a stochastic market situation.