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 interdependenciesbetween 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 ofsuch a function implies a cross-category dependence of brand choice behavior. Itis hypothesized that the global utility function related to a product bundle resultsfrom 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.

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Year of publication:	2005-05-01
Authors:	Boztuğ, Yasemin ; Hildebrandt, Lutz
Institutions:	Sonderforschungsbereich Ökonomisches Risiko <Berlin>
Subject:	Multivariate Analyse \| Logit-Modell \| Warenkorb

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Extent:	305152 bytes 11 p. application/pdf
Series:	Sonderforschungsbereich 649: Ökonomisches Risiko - Diskussionspapiere SFB 649 Discussion Paper ; 2005-028
Type of publication:	Book / Working Paper
Language:	English
Classification:	Market research ; Individual Working Papers, Preprints ; No country specification
Source:	USB Cologne (business full texts)