Mathematics in Education, Research and Applications (MERAA), 2022(8), 2
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Published online 2023-02-28
DOI:https://doi.org/10.15414/meraa.2022.08.02.86-98
The use of correspondence analysis in exploring consumer purchasing behavior
Eva Matejková, Vladimír Matušek
Slovak University of Agriculture
Article Fulltext (PDF), pp. 86–98
- The aim of this paper is to present the use of multivariate statistical methods in the evaluation of questionnaire surveys.
In particular, it is a presentation of correspondence analysis, a technique for graphically visualising the connections between the categorical
variables being studied. Using the aforementioned method, we examine consumer purchasing behavior during the COVID-19 pandemic. The calculations
were performed in the SAS EG statistical software. A contingency table that uses a correspondence map to graphically represent the relevant
correlations between the study's variables is the end result of the correspondence analysis. The use of the method was presented in a questionnaire
survey to ascertain consumer preferences for food shopping during the Covid 19 pandemic. According to the study's findings, self-service tills were
used for shopping by 50% of respondents in the age groups of 25–29 and 19–24. During Covid 19, older respondents preferred not to purchase via self-service tills.
- Keywords: correspondence analysis, consumer, contingency table, COVID 19
- JEL Classification: C10, C12, M30