Analysis of Geospatial Demand in the Pharmacy Market in St. Petersburg

Student: Anastasiia Marchenko

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2024

The work examines a practical issue - assessing the factors of cash turnover for each specific point of sale in the modern market of pharmaceutical products, in pharmacies in St. Petersburg. More specifically, after collecting data, we estimate spatially localized demand using a gravity model. Namely, we use the Huff gravity model modified by us to analyze demand in the pharmacy market in the Petrogradsky district of St. Petersburg to predict the turnover of each point. The quality of prediction by a model trained on one sample is measured by prediction on another, control one. We found out how the prediction quality of the standard Huff model and its parameters change when the distance factor is changed and additional components are added to the model, such as the average rating of a pharmacy by consumer reviews.

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