A Canonical Correlation Analysis of Religion as a Predictor of Consumer Shopping Behaviour.

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A Canonical Correlation Analysis of Religion as a Predictor of Consumer Shopping Behaviour.

Abstract

The overriding purpose of the study was the use of religious affiliation as a predictor of shopping behaviour of consumers in Ghana. Determining the meaning and types of religion as well as its relatedness to consumer shopping behaviour assumed a high degree of importance during the literature review conducted for this work. A Canonical Correlation analysis was employed to analyse the responses from a 68 item questionnaire designed to assess five factors of consumer shopping behaviour based on Religious Affiliation.

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