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dc.contributor.authorBoztuğ, Yaseminen_US
dc.contributor.authorHildebrandt, Lutzen_US
dc.description.abstractThe following research is guided by the hypothesis, that productschosen on a shopping trip in a supermarket are an indicator of the preferenceinterdependencies between different products or brands. The bundlechosen 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?categorydependence of brand choice behavior. It is hypothesized, that the global utilityfunction related to a product bundle is the result of the marketing?mixof the underlying brands. To investigate the determinants of the choice for acertain bundle, a market basket forecast model is adopted from Russel andPetersen (2000) which uses a multivariate logistic function. The target ofthis paper is to apply a multivariate logistic approach to estimate a marketbasket model and to make a comparison between the results of the parameterestimates for a Canadian data set with a German one, which leads toa cross?cultural study. To our knowledge the adoption of this model typeto a German data set is shown the first time. The estimation technique isderived from models of spatial statistics and will be explained here in muchmore detail than in Russel and Petersen (2000). The structure of the chosenproduct categories allow to discover the impact of certain marketing?mixvariables and cross national comparison of market basket choice respectivelyproduct bundle buying behavior.en_US
dc.relation.ispartofseries|aDiscussion papers of interdisciplinary research project 373 |x2003,21en_US
dc.subject.keywordMarket basket analysisen_US
dc.subject.keywordspatial statisticsen_US
dc.subject.keywordchoice modelen_US
dc.subject.stwMultivariate Analyseen_US
dc.titleA Market Basket Analysis Based on the Multivariate MNL Modelen_US
dc.typeWorking Paperen_US

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