Hui, Sam K.; Fader, Peter S.; Bradlow, Eric T. - In: Marketing Science 28 (2009) 3, pp. 566-572
We examine grocery shopping paths using the traveling salesman problem (TSP) as a normative frame of reference. We define the TSP-path for each shopper as the shortest path that connects all of his purchases. We then decompose the length of each observed path into three components: the length of...