Determining Varying Usage of Sources of Information among Different Involvement Groups

Abstract

This study tries to investigate the difference in usage of sources of information by the consumers for FMCG products when they are segregated into homogeneous groups. Mean value is calculated for each group which is ranked to identify the source of information more often used by each group. Further on, the one-way ANOVA (F-test) is performed on score values provided by the respondents to find out the varying usage of sources of information among the three groups of respondents segmented on the basis of involvement (low, medium and high). Finally, correspondence analysis is used to produce a two dimensional graphical plot of the observed data variation. This analysis shows that there is difference in usage of sources of information by different involvement groups. The results of the study could go a long way in rationalising the communication spending of the companies.