Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/25047
Authors: 
Boztuğ, Yasemin
Hildebrandt, Lutz
Year of Publication: 
2005
Series/Report no.: 
SFB 649 discussion paper 2005,028
Abstract: 
The following research is guided by the hypothesis that products chosen on a shopping trip in a supermarket can indicate the preference interdependencies between 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 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 results from 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.
Document Type: 
Working Paper

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