Purchasing in European Union: a multilevel latent class application

This work aims at investigating similarities and differences in the ways of purchasing goods and services by the European citizens, in particular the consumer behaviour on the preferred purchasing channels among web, phone, mail and sales representatives, exploiting data collected by the Eurobarometer 69.1 survey in 2008. To this aim, we adopt a multilevel latent class solution, which allows to simultaneously cluster individuals and countries. The overall result is that most countries can be grouped in classes that follow a geographical division, while the European citizens can be divided in classes with some specific profiles.