Identifying innovative behavior patterns using canonical analysis

摘要: Abstract Marketers are vitally interested in the relationships between personal attributes and consumer behavior. This study was developed to examine, using canonical analysis, of personality socioeconomic data with innovative behavior housewives. The Gordon Personal Profile Inventory provided variables, variables used were age, marital status, income, number children living at home. All respondents women who represented middle-class housewives Columbia, South Carolina, metropolitan area. An initial sample scale a list products as their degree innovativeness effect on consumption usage patterns. A 152 then contacted 142 these supplied completed questionnaires suitable for analysis. great many combinations run. Several strong found. major ones variables. However, one analysis showed most significant levels association when alone. brief root this indicates woman uses more malt liquor club cocktails has microwave oven. Associated ascendancy, slightly irresponsible, less cautious, highly sociable. interpretation might indicate profile is way up likes socialize without regard what others think. Many other interesting profiles also described. exploratory nature but provides stimulus additional research support previous findings.