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ASSESSING KITCHEN PURCHASE BEHAVIOUR AMONG FAMILIES USING CORRESPONDENCE ANALYSIS pp. 49-61 $100.00
Authors:  Roberto Furlan, Dep. of Statistics and Applied Mathematics "Diego De Castro", Univ. of Torino, Italy, Anna Claudia Pellicelli, Dep. of Business Administration, Univ. of Torino, Italy, and Roberto Corradetti, Dep. of Statistics and Applied Mathematics "Diego De Castro", Univ. of Torino, Italy
Abstract:
Over the last decade, furniture manufacturers have shown a strong need for a better
understanding of the decision-making process that drives home furniture purchases. In
this chapter, we focus on kitchen purchase behaviour and we investigate, through an ad
hoc market research survey, how close the current kitchen present in the house is to the
ideal kitchen and what the unmet characteristics are. The survey is based on a stratified
and quota sample of families who have recently bought a new kitchen-element system.
The core of the questionnaire was formed by an extended set of pairs of opposite
emotional-oriented statements intended to collect precise information about the style of
both the ideal and actually purchased kitchen. After conducting a Wilcoxon matched
pairs signed ranks test to evaluate the main differences in evaluations between ideal and
purchased kitchen, we performed a multiple correspondence analysis to represent the
relative position of the two sets of statements through a two-dimensional strategy map.
This map enables the reader to gain precious insights into the general pattern of purchase
behaviour with respect to the ideal product. The approach presented here can be
profitably extended to other areas to enable furniture manufacturers to better meet
consumer demand and, therefore, to be more competitive in the global market. 


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ASSESSING KITCHEN PURCHASE BEHAVIOUR AMONG FAMILIES USING CORRESPONDENCE ANALYSIS pp. 49-61