Refining spatial models of individual level consumer channel and store choice behaviours

完善个人层面的消费者渠道和商店选择行为的空间模型

• 批准号: 1948587
• 金额: --
• 依托单位: University of Leeds
• 依托单位国家: 英国
• 项目类别: Studentship
• 财政年份: 2017
• 资助国家: 英国
• 起止时间: 2017 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=studentship-1948587
• 关键词: Refining; spatial; models; individual; level

Context: The Centre of Spatial Analysis and Policy at the University of Leeds has been known for its strength in applied retail modelling and work within location planning for the grocery market. The current retail spatial interaction model used allows us to see the grocery market as it is in terms of the number of retailers, their store sizes, and the types of populations residing in areas they are located. Using the model allows retailers to see how well they are performing, who their competitors are, and what they could do to improve revenue. However, the model requires refinements to include the prediction of consumer store and channel choices, as differs among populations and adding such individuality to a SIM requires significant research and justification within methodologies. This project will have access to customer purchasing and behaviour data derived from the Sainsbury's loyalty card scheme. This data will allow this project to capture, understand, and model consumer behaviours at the consumer level. This will be achieved through using the data in a custom-built agent based model and applying the knowledge and strength of spatial interaction models.Objectives: - To expand knowledge on consumer store and chancel choice behaviours. - To build an agent-based model that utilises the data derived from Sainsbury's loyalty card scheme for research, along with the strengths of the spatial interaction model.- To publish a project that includes new insights and understandings into the consequences of individual decision and behaviour in the retail world. Method: To carry out this project, a thorough literature review will be produced that discusses how retail has changed over the past decades, what new channels of retailing are available to consumers, and the possible impacts of this upon retail site location choices. This will include a section about the different ways consumers shop, how their shopping frequencies, missions, and budgets differ. It will highlight the importance of acknowledging individualised consumer behaviours when retailers are looking to expand, change, or relocate their stores. The next section will involve transforming the loyalty card scheme data into a format that is easy to incorporate into a model. A custom-built agent based model will be designed to include the different behaviours and channel choices of consumers. This will be achieved by drawing upon the methods used in spatial interaction models that have been successful and thoroughly developed. The model will involve individual consumer level choices and behaviours, the type of stores and channels of retail, and an element of geography. This is subject to change as the project is much more complex, however this is a simple summary of the proposed project and what it will involve.

背景：利兹大学的空间分析和政策中心以其在杂货市场的位置计划中的应用零售建模和工作中而闻名。当前使用的零售空间交互模型使我们能够像零售商的数量，商店尺寸以及居住在其所在地区的种群类型一样，看到杂货市场。使用该模型使零售商可以看到他们的表现，竞争对手的身份以及他们可以采取什么措施来提高收入。但是，该模型需要改进来包括对消费者存储和渠道选择的预测，因为人群之间的不同，并将这种个性添加到SIM中需要在方法论中进行大量研究和理由。该项目将可以访问从塞恩斯伯里（Sainsbury）的忠诚度卡计划中获得的客户购买和行为数据。这些数据将使该项目能够在消费者层面捕获，理解和建模消费者行为。这将通过使用基于定制代理的模型中的数据并应用空间交互模型的知识和强度来实现。目标： - 扩展对消费者商店和Chancel选择行为的知识。 - 建立一个基于代理的模型，该模型利用从塞恩斯伯里（Sainsbury）的忠诚度卡计划进行研究的数据，以及空间互动模型的优势。方法：为了执行该项目，将进行详尽的文献综述，讨论零售业在过去几十年中的变化，消费者可用的新零售渠道以及对零售网站位置选择的可能影响。这将包括有关消费者购物方式的不同方式，他们的购物频率，任务和预算有何不同。当零售商寻求扩展，更改或搬迁商店时，它将突出确认个性化消费者行为的重要性。下一节将涉及将忠诚度卡计划数据转换为易于将其纳入模型的格式。基于定制的代理模型将设计为包括消费者的不同行为和渠道选择。这将通过利用成功并彻底发展的空间相互作用模型中使用的方法来实现。该模型将涉及单个消费者级别的选择和行为，商店和零售渠道的类型以及地理要素。由于项目更加复杂，这可能会发生变化，但是这是对拟议项目及其所涉及的内容的简单摘要。