文章基本信息

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
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作者：Marcelo Luiz Dias da Silva Gabriel ; Dirceu da Silva ; Sérgio Silva Braga Junior 等
期刊名称：Revista de Administração da Unimep
印刷版ISSN：1679-5350
电子版ISSN：1679-5350
出版年度：2015
卷号：13
期号：2
页码：142-161
语种：English
出版社：Universidade Metodista de Piracicaba
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