A multilevel latent class analysis of the purchasing channels among European consumers

Chiara Dal Bianco (), Omar Paccagnella () and Roberta Varriale ()
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Roberta Varriale: ISTAT-Italian National Statistical Institute

METRON, 2016, vol. 74, issue 3, No 2, 293-309

Abstract: Abstract This work aims at investigating similarities and differences in the ways of purchasing goods and services by European citizens—in particular the consumer behaviour on the preferred purchasing channels among web, phone, mail and sales representatives—by exploiting data collected through the Eurobarometer 69.1 survey in 2008. To this aim, we adopt a multilevel latent class solution, which allows to simultaneously cluster individuals and countries. The overall result is that most countries can be grouped in classes that follow a geographical division, while European citizens can be divided in classes with some specific profiles: a large proportion of consumers have not confidence with alternative purchasing channels yet, particularly among older respondents; most consumers still prefer to buy from sellers or providers located in their own country; more educated individuals show a widespread use of the web; a class of potential purchasers may be determined, particularly among younger people.

Keywords: Consumer behaviour; Eurobarometer; European countries; Multilevel latent class; Purchasing channels; Segmentation (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/s40300-016-0100-0

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