Cet article présente les modèles multivariés Logit (MVL) et Probit (MVP) qui permettent l’analyse des choix multiples (simultanés) effectués lors d’une même session d’achat. Ils permettent de relâcher l’hypothèse contraignante faite dans les modèles multinomial Logit et Probit selon laquelle la maximisation de l’utilité passe par un choix unique et ainsi d’étudier plus en détail la dynamique concurrentielle au sein d’une catégorie (recherche de variété, complémentarité, substituabilité). Nous illustrons l’utilisation du modèle MVL à paramètres aléatoires dans une application à la catégorie du chocolat. Nous soulignons les avantages et les limites de ces modèles et proposons des voies de recherche futures.
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