Analysis of three-way non-symmetrical association of food concepts in cross-cultural marketing

This paper analyses the non-symmetrical association among some key-words in a food context, given the European countries and gender of participants to a survey. The aim is to understand the meaning of the food concepts traditional and innovation associated to selected key-words in cross-cultural marketing. For studying the association among three categorical variables, usually, one can refer to Pearson’s three-way statistic, but in case of non-symmetrical association we prefer to consider Marcotorchino’s three-way predictability index and its related \(C_M\)-statistic. Doing so, we present a generalisation of three-way non-symmetrical correspondence analysis to portray the predictability of food concepts given the knowledge of participants’country and gender.