sfb 649 discussion paper 2005 028 a market basket analysis conducted with multivariate logit model yasemin boztu? lutz hildebrandt institute of marketing humboldt universität zu berlin germany this research was supported by the deutsche forschungsgemeinschaft through economic risk http sfb649 wiwi hu de issn 1860 5664 spandauer straße 1 d 10178 s fb 6 4 9 e c o n m i r k b l star boztu?g and university str abstract following is guided hypothesis that products chosen on shopping trip in supermarket can indicate preference interdependencies between di erent or brands bundle be re garded as result global utility function more specifically existence such implies cross category dependence brand choice behavior it hypothesized related to product results from mix underlying
