Table 9
Description of each cluster by quantitative variables for the principal component analysis for 2017–2019.
| Variables (PCA 2017–2019) | v test | Mean in category | Overall mean | SD in category | Overall SD | p value |
|---|---|---|---|---|---|---|
| Cluster 1 (Deluxe Products) | ||||||
| Amount spent per purchasing act | 5.34 | 0.14 | 0.63 | 0.17 | 0.31 | 9.35E–02 |
| Average price | 2.62 | 0.25 | 1.58 | 0.70 | 0.78 | 8.68E+03 |
| Cluster 2 (Fresh Shellfish) | ||||||
| Quantities purchased per purchasing act | 6.86 | 1.85 | 0.47 | 0.28 | 0.35 | 7.01E–06 |
| Amount spent per purchasing act | 2.35 | 10.47 | 6.27 | 3.00 | 3.13 | 1.85E+04 |
| Ratio sold in Generalised Dist. Channels | –2.26 | 0.61 | 0.82 | 0.14 | 0.17 | 2.40E+04 |
| Average price | –2.33 | 5.46 | 15.77 | 1.34 | 7.77 | 1.96E+04 |
| Cluster 3 (Budget Products) | ||||||
| Repurchase rate | –2.07 | 3.92 | 4.42 | 0.83 | 1.39 | 3.80E+04 |
| Number of purchasing act (in million) | –2.23 | 0.68 | 1.62 | 0.46 | 2.47 | 2.56E+04 |
| Ratio sold in Generalised Dist. Channels | –5.56 | 0.07 | 0.08 | 0.01 | 0.02 | 2.74E–02 |
| Cluster 4 (Casual Delight Products) | ||||||
| Ratio sold in Generalised Dist. Channels | 5.34 | 0.10 | 0.08 | 0.00 | 0.02 | 9.31E–02 |
| Variance of market penetration | –2.07 | 0.25 | 1.23 | 0.41 | 2.94 | 3.88E+04 |
| Number of purchasing act (in million) | –2.55 | 0.61 | 1.62 | 0.57 | 2.47 | 1.08E+04 |
| Repurchase rate | –2.99 | 3.75 | 4.42 | 0.97 | 1.39 | 2.81E+03 |
| Quantities purchased per purchasing act | –3.83 | 0.03 | 0.05 | 0.01 | 0.04 | 1.26E+02 |
| Amount spent per purchasing act | –4.39 | 0.41 | 0.63 | 0.13 | 0.31 | 1.14E+01 |
| Cluster 5 (Daily Products) | ||||||
| Repurchase rate | 5.15 | 6.41 | 4.42 | 0.53 | 1.39 | 2.60E–01 |
| Number of purchasing act (in million) | 4.46 | 4.68 | 1.62 | 1.72 | 2.47 | 8.27E+00 |
| Variance of market penetration | 2.44 | 3.23 | 1.23 | 1.40 | 2.94 | 1.47E+04 |
| Cluster 6 (Must-have Products) | ||||||
| Variance of market penetration | 7.22 | 16.11 | 1.23 | 3.72 | 2.94 | 5.06E–07 |
| Number of purchasing act (in million) | 5.62 | 11.35 | 1.62 | 3.72 | 2.47 | 1.96E–02 |
| Repurchase rate | 3.51 | 7.84 | 4.42 | 0.70 | 1.39 | 4.49E+02 |
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