Disaggregate Choice Model project
You have disaggregate data of choice of brands (denoted by 1, 2 and 3) in the cereal category by 50 consumers. Let’s say brands 1, 2 and 3 are Kellogg’s, Post and General Mills respectively.

The details of the dataset are as follows (a snap-shot is provided below):

customer_id price brand Brand_number int1 int2 int3
1 1.6481 0 1 1 0 0
2 1.5123 0 1 1 0 0
3 1.9469 0 1 1 0 0
4 1.8847 0 1 1 0 0
5 1.2578 0 1 1 0 0
6 1.1513 1 1 1 0 0
7 1.0651 1 1 1 0 0
8 0.8359 1 1 1 0 0
9 1.1679 1 1 1 0 0
10 2.3237 0 1 1 0 0
11 1.3236 0 1 1 0 0
12 2.0052 0 1 1 0 0
13 1.8917 0 1 1 0 0

Customer_id: This denotes/indexes the customer who is making the purchase.
Price: This indicates the price per pound of the brand.
Brand: If the particular brand is chosen by the customer, then this takes the value of 1; if the brand is not chosen then this takes the value of 0.
Brand_number: This number tells you which brand it is: brands 1, 2 and 3 are Kellogg’s, Post and General Mills respectively.
Int1, int2 and int3: these are the intercept terms that are used.

The objective of this assignment is to model the consumer’s choice of cereal brands using brands’ pricing information. Estimate the model and interpret the results of the model.

You should use proc mdc to do this. See the class notes for the appropriate code.