CONSUMER BEHAVIOR TESTING IN THE MINERAL WATER MARKET THROUGH FACTOR AND CLUSTER ANALYSIS

PARASZT MARTA

Abstract


Over the last two decades, the consumption of bottled mineral water has become a fashion in Hungary. The purpose of my study was to form homogeneous groups for attitudes towards mineral water selection. The data on the research topic was collected using an online self-filled questionnaire. During the sampling I used an arbitrary method, therefore the results obtained can only be interpreted to the examined population. During factor analysis, I have reduced the answers to the questions as variables to 4 factors. Then I have created 4 clusters along the factors. 


Keywords


consumer behavior; mineral water; questionnaire; attitude

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References


GYENGE B., 2009, Marketingkutatás jegyzet, Szent István Egyetemi Kiadó, Gödöllő, p.154

SAJTOS L.-MITEV A., 2007, SPSS kutatási és adatelemzési kézikönyv, Alinea Kiadó, Budapest, p. 245-328

SZŰCS I., 2004, Alkalmazott statisztika, AGROINFORM Kiadó és Nyomda Kft., Budapest, p. 496-510

http://www.asvanyvizek.hu/index.php/erdemes-tudni/asvanyviz-fogyasztasi-adatok


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LUCRĂRI ȘTIINȚIFICE MANAGEMENT AGRICOL

ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)

PUBLISHER: AGROPRINT Timisoara, Romania
PAPER ACCESS: Full text articles available for free
FREQUENCY: Annual
PUBLICATION LANGUAGE: English

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