Initial Theses for Buyers’ Preferences Optimality of the Price Choice in Uncertainty

The optimal distribution of the subjective individual preferences functions delivers the maximal magnitude value of the objective variable containing the uncertainty measure of the preferences functions of the optional prices. The parameter of the basis price can be interpreted as the price of the complete indifference. These discoveries broaden the horizons of the entropy approach models of objects with uncertainty and processes with limitations. In addition, it is applicable to the problems of the economic activity as well as information in the digital business implementations in the framework of the entropy paradigm. For further investigations it is proposed to search for the optimal prices in the case with two kinds of buyers.The presented paper continues the theoretical study centered upon the subjective entropy paradigm. The proposed approach involves so-called subjective entropy since the entropy has the explainable applications in the field of the uncertainty of the decision making. The subjective entropy, as a measure of the individuals’ preferences uncertainty, is stipulated by the multi-choice situation. The conditional maximum for the applied subjective entropy, in the case of the optimal price choice, is obtained because of the buyer’s optimal preferences distribution finding. The variations of the buyer’s optimal preferences function with the fixed terminal points allow illustrating the obtained subjective entropy conditional maximum. The diagrams plotted in the result of the computer numerical simulation are the necessary elements of the subjective entropy optimum existence proof