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

内容：利兹大学的空间分析和政策中心以其在应用零售建模和杂货市场位置规划方面的优势而闻名。目前使用的零售空间相互作用模型使我们能够看到杂货市场，因为它是在零售商的数量，他们的商店规模，以及居住在他们所在地区的人口类型。使用该模型可以让零售商看到他们的表现如何，他们的竞争对手是谁，以及他们可以做些什么来提高收入。然而，该模型需要改进，以包括对消费者商店和渠道选择的预测，因为不同人群之间存在差异，并且将这种个性添加到SIM中需要大量的研究和方法中的合理性。该项目将获得来自Sainsbury忠诚卡计划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捉、理解和建模消费者行为。这将通过在定制的代理模型中使用数据并应用空间交互模型的知识和优势来实现。目标：-扩展消费者商店和chancel选择行为的知识。- 建立一个基于代理的模型，利用来自塞恩斯伯里的忠诚卡计划的研究数据，沿着空间交互模型的优势。发布一个项目，其中包括对零售世界中个人决策和行为后果的新见解和理解。方法：为了实施这个项目，将进行一次全面的文献回顾，讨论零售业在过去几十年中是如何变化的，消费者可以使用哪些新的零售渠道，以及零售选址可能产生的影响。这将包括一个关于消费者购物的不同方式，他们的购物频率，任务和预算如何不同的部分。它将强调当零售商寻求扩大、改变或搬迁商店时，承认个性化消费者行为的重要性。下一部分将涉及将忠诚卡计划数据转换为易于合并到模型中的格式。一个定制的基于代理的模型将被设计成包括消费者的不同行为和渠道选择。这将通过借鉴已经成功和彻底开发的空间相互作用模型中使用的方法来实现。该模型将涉及个人消费者层面的选择和行为，商店和零售渠道的类型，以及地理因素。由于项目更加复杂，这可能会发生变化，但这是对拟议项目及其所涉及内容的简单总结。

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.