Semiparametric Bayesian estimation of random coefficients discrete choice models

Heterogeneity in choice models is typically assumed to have a normal distribution in both Bayesian and classical setups. In this paper, we propose a semiparametric Bayesian framework for the analysis of random coefficients discrete choice models that can be applied to both individual as well as aggregate data. Heterogeneity is modeled using a Dirichlet process, which varies with consumers’ characteristics through covariates. We develop a Markov Chain Monte Carlo algorithm for fitting such model, and illustrate the methodology using two different datasets: a household-level panel dataset of peanut butter purchases, and supermarket chain-level data for 31 ready-to-eat breakfast cereal brands.