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Studies in retail                                      

The study is carried out together with “Semya” (“Family”) food retail chain in Perm territory in Russia, more information about cooperation is on the link.

Abstract

The general aim of the project «Demand estimation in retailing» is a theoretical model design and its estimation using real data. This research is based on the scanner data of the large retail chain “Semya” (“Family”) located in Perm region, Russia. We employ the unique data set received from matching detailed consumer and store scanner data. The retailer provides us with data on sales, promotion activities and product assortments, thus we observe peoples’ choices, marketing-mix information, such as prices and in-store promotions and daily product availability at each store.

We study consumer behavior in the fast-moving consumer goods markets. Our research questions are various, including but not limited to the estimation of the assortment length on the consumer demand, construction of multileveled demand model for differentiated products, identification of the drivers of consumer-based brand equity, investigation of state dependence and others. We are particularly focused on the investigation how heterogeneous consumers made choices in the differentiated products markets.  

Key publications:

• Novikova O. V., Potapov D. Empirical analysis of consumer purchase behavior: interaction between state dependence and sensitivity to marketing-mix variables //  Journal of Promotion Management . 2017 (in print)
• Kochkina N., Novikova O. V., Potapov D.  What affects brand equity: the precise measurement with consumer choice model / NRU Higher School of Economics. Series MAN "Management". 2014. No. 26.