We consider the continuous, deterministic, infinite horizon, single it
em inventory system, within the setting of a retail sector, in which t
he demand rate for an item is dependent on the existing inventory leve
l. The traditional parameter of the replenishment cost is kept constan
t but the carrying cost per unit is allowed to vary. Two possibilities
of variation are considered: (a) a non-linear function of the length
of time the item is held in inventory and (b) a non-linear function of
the amount of on-hand inventory. We find the optimal policies and dec
ision rules and show that the classical EOQ model is obtained as a lim
iting case.