@techreport{Boztug2003Market,
abstract = {The following research is guided by the hypothesis, that products
chosen on a shopping trip in a supermarket are an indicator of the preference
interdependencies between different products or brands. The bundle
chosen on the trip can be regarded as an indicator of a global utility function.
More specific: 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 is the result of the marketing?mix
of the underlying brands. To investigate the determinants of the choice for a
certain bundle, a market basket forecast model is adopted from Russel and
Petersen (2000) which uses a multivariate logistic function. The target of
this paper is to apply a multivariate logistic approach to estimate a market
basket model and to make a comparison between the results of the parameter
estimates for a Canadian data set with a German one, which leads to
a cross?cultural study. To our knowledge the adoption of this model type
to a German data set is shown the first time. The estimation technique is
derived from models of spatial statistics and will be explained here in much
more detail than in Russel and Petersen (2000). The structure of the chosen
product categories allow to discover the impact of certain marketing?mix
variables and cross national comparison of market basket choice respectively
product bundle buying behavior.},
author = {Yasemin Boztu\u{g} and Lutz Hildebrandt},
copyright = {http://www.econstor.eu/dspace/Nutzungsbedingungen},
keywords = {330; Market basket analysis; spatial statistics; choice model; Marktforschung; Konsumentenverhalten; Markenartikel; Multivariate Analyse; Konsuminterdependenz; Theorie},
language = {eng},
note = {urn:nbn:de:kobv:11-10050112},
number = {2003,21},
title = {A Market Basket Analysis Based on the Multivariate MNL Model},
type = {Discussion papers of interdisciplinary research project 373},
url = {http://hdl.handle.net/10419/22236},
year = {2003}
}
