In this thesis, we develop a SKU level market basket model and apply the model to investigate cross-category reference price effects. This research extends previous work on the category-level multivariate logit model (Russell and Petersen 2000). Our model is a generalization of the multivariate...

Recently, marketers realize that in order to maximize company profitability in the market for frequently purchased packaged goods, there should be a balanced use of both acquisition programs in targeting competitors' consumers as well as retention programs in maintaining current retained...