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