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Patterns of the Distribution of the Demand of End-Consumers among Retailers in the Zone of their Residence

Andrii Galkin
Andrii Galkin
, 
Vitaliy Zaytsev
Vitaliy Zaytsev
, 
Viktor Shyshkin
Viktor Shyshkin
, 
Larysa Obolentseva
Larysa Obolentseva
 and 
Yuliia Popova
Yuliia Popova
   | Sep 24, 2021
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Published Online: Sep 24, 2021
Page range: 145 - 158
DOI: https://doi.org/10.2478/fman-2021-0011
Keywords
© 2021 Andrii Galkin et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

The probability of choosing a retailer by the consumer, where (Source: Own study): Pzωj is the the probability of visiting the j-th retailer by end-consumers from ω-th building zone when buying the m-th product, Pmωe the probability of choosing the Internet channel by the end-consumer from ω-th building zone when buying the m-th product, and Pmωo is the probability of choosing other retailers in addition to those located in the shopping area when buying the m-th goods.
The probability of choosing a retailer by the consumer, where (Source: Own study): Pzωj is the the probability of visiting the j-th retailer by end-consumers from ω-th building zone when buying the m-th product, Pmωe the probability of choosing the Internet channel by the end-consumer from ω-th building zone when buying the m-th product, and Pmωo is the probability of choosing other retailers in addition to those located in the shopping area when buying the m-th goods.

Figure 2

Example of an online store interface (Source: https://metro.zakaz.ua/)
Example of an online store interface (Source: https://metro.zakaz.ua/)

Figure 2

Trading area (Source: Own study)
Trading area (Source: Own study)

Figure 3

Adjusted trade area: 1, …, 8 – zones; A, .., G – stores (Source: Own study)
Adjusted trade area: 1, …, 8 – zones; A, .., G – stores (Source: Own study)

Figure 4

Cost expression of consumer costs associated with the purchasing process (Source: Own study) – Total costs (sum of energy and time costs) in monetary terms, UAH – Delivery cost when ordering via the Internet, UAH
Cost expression of consumer costs associated with the purchasing process (Source: Own study) – Total costs (sum of energy and time costs) in monetary terms, UAH – Delivery cost when ordering via the Internet, UAH

The amount of energy and time costs in monetary terms, UAH (Source: Own study)

Measurement number Route Distance, km Cost estimation of human time expenses, UAH Cost estimate of the amount of human energy consumption, UAH General expenses, UAH
1 2 3 4 5 6
1 I-1-A 0.75 21.72 1.46 23.18
2 I-1-B 1.40 36.25 2.70 38.95
3 I-1-C 0.40 16.36 0.96 17.32
4 I-1-D 0.80 20.28 1.42 21.70
5 I-1-E 1.60 34.34 2.86 37.20
6 I-1-F 1.60 33.48 2.86 36.34
7 I-1-G 1.20 26.30 2.07 28.36
8 I-1-H 1.50 32.16 2.55 34.71
9 I-1-I 2.20 44.17 3.87 48.04
10 I-1-K 1.60 29.61 2.74 32.35
11 I-2-A 0.45 18.03 1.07 19.10
12 I-2-B 0.55 23.38 1.36 24.74
13 I-2-C 1.00 25.08 1.87 26.96
14 I-2-D 0.60 17.19 1.10 18.29
15 I-2-E 0.70 20.89 1.45 22.34
16 I-2-F 0.80 20.82 1.54 22.36
17 I-2-G 1.00 25.17 1.95 27.12
18 I-2-H 2.00 40.22 3.39 43.61
19 I-2-I 2.30 46.02 4.06 50.08
20 I-2-K 1.10 20.00 1.73 21.73
21 I-3-A 1.10 27.27 2.04 29.30
22 I-3-B 0.40 21.45 1.15 22.60
23 I-3-C 1.60 35.78 2.99 38.77
24 I-3-D 1.30 27.30 2.15 29.45
25 I-3-E 0.45 16.13 0.96 17.08
26 I-3-F 0.45 14.86 0.92 15.78
27 I-3-G 1.60 31.28 2.59 33.87
28 I-3-H 2.40 47.75 4.18 51.92
29 I-3-I 2.80 50.76 4.56 55.32
30 I-3-K 1.00 19.91 1.72 21.63
31 I-4-A 1.30 28.55 2.17 30.73
32 I-4-B 1.90 40.77 3.18 43.94
33 I-4-C 0.40 15.94 0.92 16.85
34 I-4-D 0.70 20.52 1.44 21.96
35 I-4-E 1.60 35.12 2.94 38.06
36 I-4-F 1.60 34.26 2.95 37.20
37 I-4-G 0.70 19.74 1.38 21.12
38 I-4-H 0.70 22.19 1.51 23.70
39 I-4-I 1.60 33.60 2.77 36.37
40 I-4-K 1.30 26.26 2.38 28.65
41 I-5-A 1.10 25.18 1.82 27.00
42 I-5-B 1.10 30.35 2.09 32.43
43 I-5-C 0.90 25.02 1.87 26.89
44 I-5-D 0.50 17.71 1.15 18.85
45 I-5-E 0.70 20.08 1.37 21.45
46 I-5-F 0.70 19.17 1.37 20.54
47 I-5-G 0.50 17.09 1.10 18.20
48 I-5-H 1.60 34.29 2.77 37.06
49 I-5-I 1.70 37.47 3.17 40.64
50 I-5-K 0.50 12.51 0.95 13.46
51 I-6-A 1.40 30.35 2.36 32.71
52 I-6-B 1.10 27.86 1.83 29.68
53 I-6-C 1.60 35.31 2.94 38.25
54 I-6-D 1.20 27.42 2.16 29.58
55 I-6-E 0.20 13.12 0.64 13.75
56 I-6-F 0.20 11.84 0.60 12.44
57 I-6-G 1.20 27.33 2.17 29.51
58 I-6-H 2.20 44.37 3.83 48.20
59 I-6-I 2.30 44.58 3.91 48.49
60 I-6-K 0.45 13.10 1.01 14.10
61 I-7-A 2.10 39.54 3.32 42.87
62 I-7-B 2.60 50.58 4.20 54.79
63 I-7-C 1.20 27.38 2.12 29.50
64 I-7-D 1.60 31.21 2.56 33.78
65 I-7-E 2.00 40.93 3.55 44.47
66 I-7-F 2.00 40.22 3.57 43.79
67 I-7-G 1.00 23.43 1.77 25.20
68 I-7-H 0.40 16.87 0.95 17.83
69 I-7-I 0.90 22.45 1.60 24.05
70 I-7-K 1.50 28.86 2.66 31.52
71 I-8-A 2.30 46.38 4.03 50.41
72 I-8-B 2.70 55.14 4.68 59.82
73 I-8-C 2.00 35.66 2.98 38.64
74 I-8-D 1.70 36.75 3.14 39.89
75 I-8-E 2.30 44.55 3.93 48.48
76 I-8-F 2.30 43.69 3.93 47.63
77 I-8-G 1.20 28.09 2.25 30.34
78 I-8-H 0.90 24.26 1.72 25.98
79 I-8-I 0.30 14.36 0.76 15.12
80 I-8-K 1.70 31.45 2.93 34.37
81 I-9-A 1.80 37.02 3.06 40.08
82 I-9-B 1.40 37.33 2.82 40.15
83 I-9-C 1.90 35.99 3.02 39.01
84 I-9-D 1.50 29.27 2.36 31.62
85 I-9-E 1.00 24.46 1.83 26.29
86 I-9-F 1.00 23.28 1.80 25.08
87 I-9-G 1.00 23.86 1.81 25.67
88 I-9-H 1.70 38.78 3.24 42.02
89 I-9-I 1.60 34.69 2.88 37.57
90 I-9-K 0.45 12.61 0.96 13.56

Results of consumers’ cash expenditures from online purchases (Source: Own study)

Online store Cost estimate of the amount of time spent in the process of making purchases over the Internet, UAH Cost estimate of the energy expenditure of the human body in the process of shopping via the Internet, UAH Delivery cost, UAH
A 8.25 0.27 40.00
B 10.44 0.34 60.00
C 12.64 0.41 50.00
D 7.70 0.26 50.00
E 7.70 0.26 30.00
F 6.60 0.22 70.00
Average meaning 8.89 0.29 50.00

General information about online stores (Source: Own study)

Online store A B C D E F Average meaning
Delivery cost, UAH 15 25 26 23 12 50 25.17
Assortment, units 1830 22,870 11,250 10,000 1360 1960 -

Calories consumption (Source: Own study)

Online store The amount of energy consumption when working on a computer, kcal Values of energy expenditure during walking (const) Values of energy costs during online purchases, kcal
A 21.3 2.8 24.1
B 27.4 2.8 30.2
C 33.5 2.8 36.3
D 19.8 2.8 22.6
E 19.8 2.8 22.6
F 16.7 2.8 19.5
Average meaning 23.1 2.8 25.9

Time-consuming results (Source: Own study)

Online store Working time at the computer hrs Walking time hrs (const) Online shopping time hrs
A 0.23 0.02 0.25
B 0.30 0.02 0.32
C 0.37 0.02 0.38
D 0.22 0.02 0.23
E 0.22 0.02 0.23
F 0.18 0.02 0.20
Average meaning 0.23 0.02 0.25

Probability of visiting retailers taking into account the online store (Source: Own study)

Retailer District number, UAH Σ
1 2 3 4 5 6 7 8 9
1 2 3 4 5 6 7 8 9 10 11
A 0.0148 0.0106 0.0076 0.0193 0.0089 0.0051 0.0116 0.0097 0.0013 0.0888
B 0.0112 0.0093 0.0083 0.0156 0.0079 0.0052 0.0099 0.0085 0.0013 0.0772
C 0.0159 0.0088 0.0064 0.0238 0.0086 0.0045 0.0137 0.0110 0.0013 0.0940
D 0.0170 0.0121 0.0083 0.0250 0.0116 0.0058 0.0145 0.0120 0.0016 0.1079
E 0.0114 0.0096 0.0091 0.0167 0.0095 0.0069 0.0111 0.0097 0.0015 0.0854
F 0.0130 0.0110 0.0111 0.0189 0.0112 0.0085 0.0124 0.0108 0.0018 0.0986
G 0.0149 0.0101 0.0077 0.0254 0.0118 0.0059 0.0169 0.0141 0.0018 0.1085
H 0.0121 0.0070 0.0055 0.0214 0.0075 0.0040 0.0173 0.0136 0.0012 0.0897
I 0.0109 0.0070 0.0057 0.0192 0.0078 0.0044 0.0173 0.0193 0.0015 0.0930
K 0.0124 0.0098 0.0085 0.0195 0.0112 0.0069 0.0134 0.0118 0.0020 0.0954
L 0.0089 0.0059 0.0051 0.0131 0.0057 0.0036 0.0095 0.0087 0.0010 0.0614
Σ 0.1423 0.1011 0.0832 0.2179 0.1016 0.0607 0.1477 0.1292 0.0163 1

Matrix of distances from neighborhood to retailers (Source: Own study)

Retailer (TO) Marking Neighborhood number
1 2 3 4 5 6 7 8 9
By air, km
Silpo A 0.68 0.45 1.05 1.11 0.88 1.23 1.83 2.29 1.67
Market B 1.39 0.55 0.44 1.66 0.99 0.79 2.30 2.61 1.46
Digma C 0.40 0.96 1.66 0.35 0.97 1.63 1.10 1.62 1.65
ATB D 0.66 0.44 1.12 0.70 0.53 1.14 1.38 1.76 1.24
Digma E 1.57 0.70 0.36 1.63 0.64 0.20 2.00 2.23 0.92
ATB F 1.60 0.77 0.35 1.65 0.66 0.17 2.04 2.26 0.92
ATB G 1.08 1.02 1.40 0.66 0.50 1.16 0.89 1.21 0.92
Chudo H 1.35 1.88 2.38 0.73 1.50 2.16 0.36 0.85 1.80
ATB I 2.20 2.32 2.62 1.51 1.77 2.22 0.77 0.22 1.58
Grocer K 1.54 0.89 0.90 1.33 0.41 0.48 1.50 1.66 0.44
Online store L 0.66 1.63 2.48 2.20 2.16 2.89 2.64 3.30 3.20
By road, km
Silpo A 0.83 0.50 1.21 1.43 1.21 1.54 2.31 2.53 1.98
Market B 1.54 0.61 0.44 2.09 1.21 1.21 2.86 2.97 1.54
Digma C 0.44 1.10 1.76 0.44 0.99 1.76 1.32 2.20 2.09
ATB D 0.88 0.66 1.43 0.77 0.55 1.32 1.76 1.87 1.65
Digma E 1.76 0.77 0.50 1.76 0.77 0.22 2.20 2.53 1.10
ATB F 1.76 0.88 0.50 1.76 0.77 0.22 2.20 2.53 1.10
ATB G 1.32 1.10 1.76 0.77 0.55 1.32 1.10 1.32 1.10
Chudo H 1.65 2.20 2.64 0.77 1.76 2.42 0.44 0.99 1.87
ATB I 2.42 2.53 3.08 1.76 1.87 2.53 0.99 0.33 1.76
Grocer K 1.76 1.21 1.10 1.43 0.55 0.50 1.65 1.87 0.50
Online store L 0.66 1.63 2.48 2.20 2.16 2.89 2.64 3.30 3.20
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