Application of correspondence analysis in investigation of consumers preferences in consumption of dairy products

The main objective of this paper is an investigation of consumers' preferences towards the consumption of dairy products. Data used in this paper are based on survey questionnaire sample of 500 examinees of Novi Sad population. Statistical method applied to obtained data is correspondence analysis method. This statistical technique enables determination of correspondence of modalities of selected factors, that are relevant in studying consumers' preferences in consumption of the selected dairy products (cheese and yoghurt). Along with detailled description of characteristics and possibilities of correspondence analysis as a powerful statistical technique, what is also going to be described in this paper is a detailed illustration of it's application, with special accent on advantages of two-dimensional graphical presentation 'biplot'. 'Biplot' enables clear insight in explanation of correspondence of modalities of two variables examining the percentage of total inertia explained, as well as a visual correspondence of modalities of two examined variables ('biplot'). What is also going to be mentioned in this paper are other (similar) techniques that are being used in similar studies, with the description of advantages of correspondence analysis compared with these techniques.