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Modeling Joint Purchases with a Multivariate MNL Approach

  • Yasemin Boztuğ
  • Lutz Hildebrandt

Our research examines the hypothesis that products chosen on a shopping trip to a supermarket indicate the preference interdependencies of consumers between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. This function implies a cross-category dependence of brand choice behavior. We hypothesize that the global utility function related to a product bundle is the result of the marketing-mix of the underlying brands. The structure of the chosen products allows us to uncover the impact of certain marketing-mix variables and product bundle buying behavior.

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Article provided by LMU Munich School of Management in its journal Schmalenbach Business Review.

Volume (Year): 60 (2008)
Issue (Month): 4 (October)
Pages: 400-422

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Handle: RePEc:sbr:abstra:v:60:y:2008:i:4:p:400-422
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