《ABM of consumer behavior in grocery shopping on a regional level》.pdf

Journal of Business Research 60 (2007) 894 – 903 Agent-based simulation of consumer behavior in grocery shopping on a regional level Tilman A. Schenk ⁎, Günter Löffler, Jürgen Rauh University of Würzburg, Germany Received 1 March 2006; received in revised form 1 December 2006; accepted 1 February 2007 Abstract In the field of multi agent systems, spatial modeling is gaining new momentum. Spatial modeling offers the possibility of simulating human actions on a micro scale level in a way that blends in with the existing network of theoretical approaches in the social sciences. The present research project examines the applicability of techniques that simulate spatial choice in shopping behavior on a regional level. This paper presents the particulars of an agent-based micro model for grocery shopping, based on an individual population and store data gathered in northern Sweden. The high quality of the data, gathered exclusively for this project, allows a fine validation of the simulation results. Future applications include the prognosis of consumer behavior and turnover forecasts on the basis of which alterations could be made on the supply side, particularly regarding the competition among stores in the center and those on the edges of cities. © 2007 Elsevier Inc. All rights reserved. Keywords: Consumer behavior; Spatial decision-making; Agent-based simulation; Sweden 1. Introduction therefore concerned with finding more effective research methods to judge the potential impacts of such developments. 1.1. Spatial analysis of consumer behavior