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Article Dans Une Revue Recherche et Applications en Marketing (English Edition) Année : 2014

Multivariate Logit and Probit models for simultaneous purchases: Presentation, uses, appeal and limitations

Philippe Aurier
Victor Mejia
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Résumé

This article presents Multivariate Logit (MVL) and Probit (MVP) models, which make it possible to analyse simultaneous purchases and relax the restrictive hypothesis that utility maximization leads to a single choice. These models enable a deeper analysis of competitive dynamics in a given category (variety seeking, complementarity, substitutability). The MVL model using a random parameter specification is illustrated in relation to the chocolate category. We underline the advantages and limitations of these models and propose new research avenues.
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hal-02014789 , version 1 (11-02-2019)

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Philippe Aurier, Victor Mejia. Multivariate Logit and Probit models for simultaneous purchases: Presentation, uses, appeal and limitations. Recherche et Applications en Marketing (English Edition), 2014, 29 (2), pp.75-94. ⟨10.1177/2051570714535531⟩. ⟨hal-02014789⟩
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