Table 10
Description of each cluster by quantitative variables for the Principal Component Analysis in 2020.
| Variables (PCA 2020) | v test | Mean in category | Overall mean | sd in category | Overall sd | p value |
|---|---|---|---|---|---|---|
| Cluster 1 (Fresh Shellfish) | ||||||
| Quantities purchased per purchasing act | 6.64 | 1.78 | 0.49 | 0.16 | 0.34 | 3.05E–05 |
| Amount spent per purchasing act | 2.10 | 10.29 | 6.51 | 2.45 | 3.18 | 3.62E+04 |
| Ratio sold in Generalised Dist. Channels | –2.03 | 0.60 | 0.80 | 0.12 | 0.17 | 4.21E+04 |
| Average price | –2.38 | 5.47 | 15.11 | 1.11 | 7.12 | 1.71E+04 |
| Cluster 2 (Deluxe Products) | ||||||
| Amount spent per purchasing act | 5.60 | 1.02 | 0.65 | 0.24 | 0.32 | 2.16E–02 |
| Average price | 2.93 | 1.95 | 1.51 | 0.47 | 0.71 | 3.39E+03 |
| Number of purchasing act (in million) | –2.06 | 0.67 | 1.83 | 0.48 | 2.69 | 3.97E+04 |
| Repurchase rate | –2.25 | 4.04 | 4.66 | 0.79 | 1.32 | 2.42E+04 |
| Ratio sold in Generalised Dist. Channels | –4.03 | 0.07 | 0.08 | 0.02 | 0.02 | 5.66E+01 |
| Cluster 3 (Budget Products) | ||||||
| Average price | –3.04 | 0.94 | 0.15 | 0.25 | 0.71 | 0.002367 |
| Cluster 4 (Casual Delight Products) | ||||||
| Ratio sold in Generalised Dist. Channels | 4.57 | 0.10 | 0.08 | 0.00 | 0.02 | 4.85E+00 |
| Number of purchasing act (in million) | –2.11 | 0.73 | 1.83 | 0.62 | 2.69 | 3.48E+04 |
| Repurchase rate | –2.18 | 4.10 | 4.66 | 0.74 | 1.32 | 2.92E+04 |
| Quantities purchased per purchasing act | –3.76 | 0.02 | 0.05 | 0.01 | 0.03 | 1.68E+02 |
| Amount spent per purchasing act | –4.26 | 0.39 | 0.65 | 0.13 | 0.32 | 2.05E+01 |
| Cluster 5 (Daily Products) | ||||||
| Repurchase rate | 5.20 | 6.56 | 4.66 | 0.52 | 1.32 | 2.05E–01 |
| Number of purchasing act (in million) | 4.28 | 5.02 | 1.83 | 1.74 | 2.69 | 1.89E+01 |
| Variance of market penetration | 2.46 | 3.47 | 1.39 | 1.37 | 3.06 | 1.39E+04 |
| Cluster 6 (Must-have Products) | ||||||
| Variance of market penetration | 6.95 | 16.29 | 1.39 | 3.26 | 3.06 | 3.75E–06 |
| Number of purchasing act (in million) | 5.41 | 12.04 | 1.83 | 4.11 | 2.69 | 6.44E–02 |
| Repurchase rate | 3.47 | 7.88 | 4.66 | 0.75 | 1.32 | 5.30E+02 |
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