7/25/2019 Cluster e.g. Fmcg 3_11

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Cluster Analysis

Example

A FMCG company wants to profle its target segment based on Liestyle, Attitudes

and Perceptions

!"ey prepare a set o #$ %uestions wit" t"e "elp o M& team and see' responses

rom t"e target segment

(uestions as'ed and responses ta'en on a $ point li'ert scale )

#* strongly agree + $ * strongly disagree

# preer to use email rat"er t"an write a letter- eel %uality products are always priced "ig"er. t"in' twice beore buy somet"ing/ !0 is a ma1or source o entertainment

$ A car is a necessity t"an a luxury2 preer ast ood and ready to use products3 People are more "ealt" conscious today4 Entry o oreign companies "a5e increased e6ciency o ndian companies7 8omen are acti5e participants in purc"ase decisions#9 belie5e politicians can play a positi5e role## en1oy watc"ing mo5ies#- get a c"ance, would li'e to settle abroad#. always buy branded products#/ re%uently go out on wee'ends#$ preer to pay by credit card rat"er t"an in cas"

:ata in Excel

!as' ; Find out "ow many clusters ound and name t"e clusters based on t"eir

profles