Learning Consumer Preferences from Bundle Sales Data
About
Problem definition: This paper studies the problem of estimating consumer preferences from bundle sales data. Product bundling is a widely used pricing strategy in retail markets. To set profitable bundle selection and prices, the seller needs to learn the distribution of consumers' valuations for individual products from the transaction data. When customers purchase bundles or multiple products, classical methods such as discrete choice models cannot be used to estimate consumers' valuations. In this paper, we propose an approach to learn the distribution of consumers' valuations toward the products using bundle sales data. Methodology/results: Our approach is to define a utility model for customer choices and estimate the parameters of a valuation distribution that maximizes the likelihood of observing the transaction data. Our approach reduces this problem to an estimation problem where the samples are censored by polyhedral regions on the valuation space of customers. Using the EM algorithm and Monte Carlo simulation, our approach can recover the distribution of consumers' valuations. We extend the framework to allow for unobserved no-purchases, clustered market segments and to incorporate non-additive bundle utilities with synergy effects. In addition, we provide theoretical results on the identifiability of the probability model and sufficient conditions for local convergence of the EM algorithm. Moreover, the performance of the approach is also demonstrated numerically with synthetic and real datasets. Managerial implications: This study demonstrates the challenge to leverage the transaction data of bundle sales to learn customers' preferences. The proposed algorithm provides a practical guidance for retailers.