Using Regression and Correlation Approach to Assess Information Search Behaviour of FMCG Consumers
DOI:
https://doi.org/10.17722/jorm.v1i1.104Keywords:
Information Search Behaviour, Demographic characteristics, Regression Analysis, Correlation Matrix, SurveyAbstract
This study uses regression analysis to determine the effect of demographic characteristics on information search behaviour of FMCG consumers so as to extract the most influential demographic element influencing the information search behaviour. Further correlation matrix is used to analyse the interdependence of demographic variables. Finally marketing implications are suggested.
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