Cristian Domarchi
Diffusion marketing techniques for the Electric Vehicle market.
Email: c.a.domarchi2@ncl.ac.uk
Project title
Integrated diffusion and choice models for innovative transport alternatives: An application to the Electric Vehicle market
Supervisor
Project description
Predicting the demand for technological innovations is a challenging task. New products need time to achieve a significant market share. They do so through “diffusion”. In diffusion, new products are communicated through certain channels over time among the members of a social system.
In marketing, diffusion is often modelled using simplified approaches. These tend to overlook the most complex social interactions in the process. They may also ignore possible substitution effects. A discrete choice model is a powerful micro-economic tool. It allows studying substitutional behaviour at an individual level. It tends to only work properly in stable markets, with several studies showing limitations in the case of innovations.
This research will propose and validate a diffusion model for an innovative product. The model will explicitly incorporate social interactions and substitutional effects. We will implement the framework using data from the electric vehicle (EV) market. EVs represent an innovative transport alternative. EVs have faced difficulties in developing into a mass marketed product. Sales and adoption data from different European markets will allow us to:
- obtain model parameters
- test several modelling techniques
- validate results
This research project is part of the Behaviour Informatics PhD Programme. The Centre for Behaviour and Evolution (CBE) in collaboration with the Behavioural and Experimental Northeast Cluster (BENC) and Open Lab direct the programme. It is also funded by the Newcastle University Overseas Research Scholarship (NUORS). The project is still in the definition stage.
Publications
- Domarchi C, Coeymans JE, Ortúzar J de D. Shared taxis: Modelling the choice of a paratransit mode in Santiago de Chile. In: Transportation 2019, 46(6), 2243-2268.
- Domarchi C, Tudela A, González A. Effect of Attitudes, Habit and Affective Appraisal on Mode Choice: an Application to University Workers. In: Transportation 2009, 35(5), 585-599.
- Alcaíno P, Domarchi C, López S. Time, Poverty and Transport: An Exploration into Mobility Patterns Contribution to Poverty Measurements. In: Carrasco JA, Jara-Díaz S, Munizaga M (eds) Time Use Observatory. Instituto Sistemas Complejos de Ingeniería, 2009, 9-27.
Interests
The study of human behaviour in the context of transport choices, with particular emphasis on:
- econometric models for transport demand
- behavioural models for the inclusion of social psychology variables in transport modelling
- innovative techniques for transport demand modelling
- modelling the diffusion of transport innovations
- public transport systems data collection, analysis and modelling
Qualifications
- Civil Engineering with Major in Transport, Universidad de Concepción (Chile).
- MSc in Engineering Sciences, Transportation and Logistics, Pontificia Universidad Católica de Chile (Chile).
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