Multidimensional segments among children in Urban Indian families

By:

DOKE, SUNIL DHONDOPANT

Contributor(s):

BHOLA, SARANG SHANKAR

Material type:

Mixed materialsPublication details: 2013Description: 24-33Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: 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.

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Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		43/5	Available		P14857

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.

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