The application of multivariate statistical methods for understanding food consumer behaviour

Understanding consumer behaviour is a necessary precondition for a targeted communication strategy. The behaviour is a complex phenomenon and research needs to undertake a rigorously apply sophisticated methods. This article entails the combined utilisation of categorical principal component analysis and cluster analysis to determine the major, relatively homogenous consumer groups and this is coupled with confirmatory factor analysis and structural model building to understand consumer behaviour, based on Fishbein and Ajzent’s theoretic model.


Issue Date:
2007-01
Publication Type:
Journal Article
DOI and Other Identifiers:
HU ISSN 1418 2106 (Other)
PURL Identifier:
http://purl.umn.edu/107651
Published in:
Studies in Agricultural Economics, Volume 105
Page range:
59-70
Total Pages:
11




 Record created 2017-04-01, last modified 2017-12-05

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