The use of correspondence analysis in exploring consumer purchasing behavior

Abstract

The aim of this paper is to present the use of multivariate statistical methods in the evaluation of questionnaire surveys. In particular, it is a presentation of correspondence analysis, a technique for graphically visualising the connections between the categorical variables being studied. Using the aforementioned method, we examine consumer purchasing behavior during the COVID-19 pandemic. The calculations were performed in the SAS EG statistical software. A contingency table that uses a correspondence map to graphically represent the relevant correlations between the study's variables is the end result of the correspondence analysis. The use of the method was presented in a questionnaire survey to ascertain consumer preferences for food shopping during the Covid 19 pandemic. According to the study's findings, self-service tills were used for shopping by 50% of respondents in the age groups of 25–29 and 19–24. During Covid 19, older respondents preferred not to purchase via self-service tills.