Multivariate data analysis and consumer behaviour
The purpose of this communications is to review the main applications of multivariate methods to a preeminent area of marketing research consumer behavior. Three areas of application are distinguished, based on a paradigm of consumer behavioral system: 1. market segmentation; 2. consumer perceptions and product positioning; 3. preferences and choices. For each area, available methods are briefly presented in a comparative framework. The conclusive part aims to identify the main trends of evolution of multivariate data analysis.
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