标题：FAMILY PURCHASE DECISIONS ON PERSONAL COMPUTERS: A PROPOSAL FOR SEGMENTATION BASED ON ROLES PERFORMED AND INCOME LEVEL - DOI: 10.15600/1679-5350/rau.v13n2p142-160
期刊名称：Currents : New Scholarship in the Human Services
电子版ISSN：1499-6073
出版年度：2015
卷号：13
期号：2
页码：142-161
语种：English
出版社：University of Calgary Press
摘要：This study evaluates the relationship between income levels and attitudes toward computer acquisition for young consumers based on the influence that these individuals exert on family purchase decisions. Based on a theoretical review a structured questionnaire was administered to 707 respondents and data were analyzed in two phases. For the first phase of the analysis, data were tested based on normality, and bivariate statistics were analyzed to explore differences between scores for each categorical variable. The second phase involved a cluster analysis. From the four clusters obtained, cluster 1 accounted for 35.6% of the cases (n=231), cluster 3 accounted for 32.4% (n=210), cluster 2 accounted for 17.7% (n=115) and cluster 4 accounted for 14.2% (n=92), with a size ratio between the largest and smallest cluster of 2.51. While this effect exposes the former group to high credit risk, it also expands possibilities for this group to experience personal wealth and belonging from both a marketing and sociological perspective.
关键词：family purchase, income level, cluster analysis
