A MODEL-BASED CLUSTER ANALYSIS OF MATERIALISM, FAMILY COMMUNICATION, AND TELEVISION VIEWING
Keywords:
Materialism, Family Communication, Television Viewing, Model-Based Cluster AnalysisAbstract
This paper classifies 300 consumers into symmetrical groupings with respect to materialism, family communication, and television viewing, without imposing any structure or direction of the relationship between these dimensions. Upon obtaining the homogenous clusters of consumers, we will be able to profile the groupings using conventional demographical attributes. Data sampling through questionnaire administration is done in Malaysia, a country in Southeast Asia embracing a multi-ethnic and multi-cultural society. Results indicate that television viewing has been used by the optimization algorithm in demarcating the clusters of consumers and that the consumers can hardly be distinguished by family communication or materialism. More importantly, the current piece demonstrates the usefulness of complementing traditional significance tests with more contemporary model-based cluster analysis.
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