A market basket analysis conducted with a multivariate logit model
The following research is guided by the hypothesis that products chosen on a shopping trip in a supermarket can indicate the preference interdependencies between different products or brands. The bundle chosen on the trip can be regarded as the result of a global utility function. More specifically: the existence of such a function implies a cross-category dependence of brand choice behavior. It is hypothesized that the global utility function related to a product bundle results from the marketing-mix of the underlying brands. Several approaches exist to describe the choice of specific categories from a set of many alternatives. The models are discussed in brief; the multivariate logit approach is used to estimate a model with a German data set.
Year of publication: |
2005
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Authors: | Boztuğ, Yasemin ; Hildebrandt, Lutz |
Publisher: |
Berlin : Humboldt University of Berlin, Collaborative Research Center 649 - Economic Risk |
Saved in:
freely available
Series: | SFB 649 Discussion Paper ; 2005,028 |
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Type of publication: | Book / Working Paper |
Type of publication (narrower categories): | Working Paper |
Language: | English |
Other identifiers: | 496782525 [GVK] hdl:10419/25047 [Handle] |
Source: |
Persistent link: https://www.econbiz.de/10010272732
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