Multidimensional segments among children in Urban Indian families
DOKE, SUNIL DHONDOPANT
Multidimensional segments among children in Urban Indian families - 2013 - 24-33
A mutidimensional segmentation procedure was run on 276 cases using factor analysis and cluster analysis that produced 24 segments among the children in urban India as per their user class of lifestyle goods, lifestyle, personality and media exposure. A discriminant analysis was also conducted to predict whether children fom urban families were influencing their parents' purchase decisions of lifestyle goods or not. Predictor variables used for the discriminant analysis are self knowledge, past influence, newspaper preference and self driven score.
MARKETING
658.8
Multidimensional segments among children in Urban Indian families - 2013 - 24-33
A mutidimensional segmentation procedure was run on 276 cases using factor analysis and cluster analysis that produced 24 segments among the children in urban India as per their user class of lifestyle goods, lifestyle, personality and media exposure. A discriminant analysis was also conducted to predict whether children fom urban families were influencing their parents' purchase decisions of lifestyle goods or not. Predictor variables used for the discriminant analysis are self knowledge, past influence, newspaper preference and self driven score.
MARKETING
658.8