2014, br. 31, str. 395-404
|
|
Ispitivanje preferencija potrošača u potrošnji mlečnih proizvoda primenom korespondentne analize
Application of correspondence analysis in investigation of consumers preferences in consumption of dairy products
Univerzitet Educons, Fakultet za evropske pravno-političke studije, Novi Sad, Srbija
e-adresa: bobanicin@yahoo.com
Keywords: consumers preferences; correspondence analysis method; two-dimensional graphical presentation; dairy products; cheese; yoghurt
Sažetak
Cilj ovog rada jeste da se na bazi podataka dobijenih iz ankete izvede istraživanje sklonosti potrošača tržišta Novog Sada prema potrošnji mlečnih proizvoda. Anketa je sprovedena na reprezentativnom uzorku stanovnika Novog Sada i okoline. U ovom radu primenjen je metod korespondentne analize, sa ciljem utvrđivanja slaganja modaliteta odabranih faktora vezanih za ispitivanje sklonosti potrošača prema odabranim mlečnim proizvodima (sir i jogurt). Pored detaljnog opisa osobina i mogućnosti korespondentne analize, biće data i detaljna ilustracija njene primene, sa posebnim naglaskom na prednost dvodimenzionalnog grafičkog prikaza ('biplot') slaganja modaliteta dve promenljive. U radu je dat tabelaran prikaz koji omogućuje jasan uvid u objašnjenost slaganja modaliteta dve posmatrane pojave kroz udeo objašnjenosti ukupne inercije, i grafički prikaz tipa 'biplot', koji obezbeđuje sagledavanje vizuelnog slaganja modaliteta dve promenljive. Takođe, u radu će biti spomenute i druge (slične) tehnike koje se koriste u ispitivanjima ovog tipa, uz naglašavanje prednosti korespondentne analize u odnosu na navedene tehnike.
Abstract
The main objective of this paper is an investigation of consumers' preferences towards the consumption of dairy products. Data used in this paper are based on survey questionnaire sample of 500 examinees of Novi Sad population. Statistical method applied to obtained data is correspondence analysis method. This statistical technique enables determination of correspondence of modalities of selected factors, that are relevant in studying consumers' preferences in consumption of the selected dairy products (cheese and yoghurt). Along with detailled description of characteristics and possibilities of correspondence analysis as a powerful statistical technique, what is also going to be described in this paper is a detailed illustration of it's application, with special accent on advantages of two-dimensional graphical presentation 'biplot'. 'Biplot' enables clear insight in explanation of correspondence of modalities of two variables examining the percentage of total inertia explained, as well as a visual correspondence of modalities of two examined variables ('biplot'). What is also going to be mentioned in this paper are other (similar) techniques that are being used in similar studies, with the description of advantages of correspondence analysis compared with these techniques.
|