Non-metric multidimensional scaling (MDS) in the analysis of consumer behavior in the purchase of dairy products
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Abstract
Introduction: The study of consumer behavior has made it possible to address various multivariate techniques applied in the area of consumer psychology, economics, marketing, tourism and education, trying to explain the behavior of consumers when choosing a certain product and its influence on decision-making. Objective: In this sense, the present study aims to analyze consumer behavior when buying dairy products in the city of Riobamba, in the middle of a sanitary situation that involves the whole world. Methodology: Through the use of non-metric multidimensional scaling (MDS), starting from a hierarchical matrix related to the importance of the most influential attributes when choosing a dairy product, the multidimensional analysis was optimized through a SMACOF algorithm implemented in the free software RStudio. Results: Consequently, the results obtained allowed to distinguish 2 dimensions, where the relevance of each variable with the consumer behavior at the time of purchase, the brand is definitely far from the rest of variables, being the aspect of less importance for the consumer, Conclusions: it was possible to distinguish a group of factors that associate and confirm that the taste, quality and nutritional value are the most important attributes, the price is a factor that represents a medium importance at the time of purchase of dairy products. It is demonstrated that the Multidimensional Scaling technique can be used in marketing studies on consumer behavior as an alternative to other multivariate techniques.
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