Research Note - Structural Demand Estimation with Varying Product Availability
Research Note - Structural Demand Estimation with Varying Product Availability
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研究报告 - 不同产品可用性的结构需求估计
DOI：
10.1287/mksc.1080.0366
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发表时间：
2008
期刊：
影响因子：
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通讯作者：
Naufel J. Vilcassim
中科院分区：
文献类型：
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作者：
H. Bruno;Naufel J. Vilcassim
本文开发了一个模型，扩展了传统的聚合离散选择为基础的需求模型（例如，贝瑞等。1995年），以考虑不同水平的产品可用性。在并非所有产品在每次消费者购物时都可用的情况下，观察到的市场份额是两个因素的卷积：消费者偏好和商店中产品的可用性。如果不考虑不同程度的可得性，就会对需求参数作出不正确的估计。该模型使用的信息聚合可用性来模拟潜在的故障，消费者可能会面临在一个给定的购物之旅。模型参数估计通过模拟潜在的产品分类向量绘制多变量伯努利向量与观察到的总水平的可用性。该模式应用于英国巧克力糖果市场，重点是便利店渠道。我们比较的参数估计，从不占不同的可用性，并分析了一些实质性的影响。
This paper develops a model that extends the traditional aggregate discrete-choice-based demand model (e.g. Berry et al. 1995) to account for varying levels of product availability. In cases where not all products are available at every consumer shopping trip, the observed market share is a convolution of two factors: consumer preferences and the availability of the product in stores. Failing to account for the varying degree of availability would produce incorrect estimates of the demand parameters. The proposed model uses information on aggregate availability to simulate the potential assortments that consumers may face in a given shopping trip. The model parameters are estimated by simulating potential product assortment vectors by drawing multivariate Bernoulli vectors consistent with the observed aggregate level of availability. The model is applied to the UK chocolate confectionery market, focusing on the convenience store channel. We compare the parameter estimates to those obtained from not accounting for varying availability and analyze some of the substantive implications.