USING CORRESPONDENCE ANALYSIS TO MAP PURCHASE CRITERIA OF DIFFERENT PRODUCT CATEGORY: A STUDY ON TEENAGE SEGMENT

Abstract

This study aims to evaluate product categories (Electronics, Kitchen appliances, Personal care, Apparel & Lifestyle, Food & Beverages) association with key purchase criteria to illustrate the relative positioning of five product categories across specific purchase criteria. The study includes a sample of 600 teenage respondents from five cities of north India -Yamunanagar, Faridabad, Hisar, Bhiwani and Karnal. Correspondence analysis was used to depict purchase criteria based comparative analysis of the top selling product categories across the Country. The findings of the study help to reflect on three aspects - (i) similarity in the positioning of five product categories, (ii) specific purchase criteria association with product categories and (iii) dominant purchase criteria. This study provides meaningful insights for multi-category players to create an efficient/effective marketing program for obtaining sustainable competitive advantage. The study also presents an opportunity to reflect on the efficacy of its current strategy and optimally reposition itself. Also, the study presents a meaningful ground for future researchers who wish to investigate the growing potential of teenage segment in Indian settings.