In the classical newsvendor problem, it is considered that the newsvendor is
risk-neutral and the Optimal Ordering Quantity (OOQ) was found which
maximizes the newsvendor expected profit. In the real world, different
investors have different attitudes towards risk. Accordingly, this paper
considers the utility function which is commonly being used to model the
attitude of the investor who makes the investment decision to maximize his
expected utility instead of expected profit. This study considers the
quadratic utility function and demonstrates that it can be used to describe
the riskaverse as well as a risk-neutral investor with some conditions.
Finally, by considering the risk profile of the investor at different levels
of investor initial wealth, we have developed a method to determine the OOQ
which maximizes the expected utility. From the numerical examples, it is
clear that the OOQ and hence the expected utility varies depending on an
investor?s attitude toward the risk and investment decision. At different
levels of initial wealth, the attitudes toward the risk of the investors are
different and the sensitivity analysis demonstrates how an investor can
choose the initial wealth and OOQ to maximize his expected utility.