A Market Basket Analysis Conducted with a Multivariate Logit Model [chapter]

Yasemin Boztuğ, Lutz Hildebrandt
From Data and Information Analysis to Knowledge Engineering  
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
more » ... lts 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. SFB 649,
doi:10.1007/3-540-31314-1_68 dblp:conf/gfkl/BoztugH05 fatcat:k5bp2nvkiffnzag3aykrruuzom