Tanetpong Choungprayoon

PhD Student - Department of Marketing and Strategy, Center for Data Analytics

I am a doctoral student affiliated with Center for Retailing and Center for Data Analytics working on retail analytics topics. I am currently working on projects related to omnichannel retailing, store formats and digital media platforms by using rich retail and digital media streaming data with a large assortment and high frequency. In these projects, I (1) investigate long-run customer behavior after adopting an online channel (2) study how multi-tier private labels' prices work differently across physical store formats (i.e. hypermarket, supermarket and convenience store) and (3) employ blockbusters (hits) and long tails (niches) literature to understand a shift in the music streaming platform. In general, I am interested in both collecting digital datasets and making use of secondary retail datasets by applying statistical analysis with respect to marketing and retailing literature.