Description
Analyzing the number of clusters, Compare Means, Cluster Centers
Kirin USA Inc. Case
Step1: Analyzing the number of clusters to be formed We have first found out the agglomeration schedule which tells us that the maximum difference th th nd rd in the coefficients, is in 7 and 8 cluster, followed by 2 and 3 cluster. Thus we go for 7 cluster solution.
Agglomeration Schedule Stage Cluster First Appears Coefficients 18.000 22.000 30.000 30.000 33.000 34.000 34.000 37.000 39.000 40.000 40.000 43.000 43.000 44.000 45.000 47.000 47.000 50.000 50.000 52.000 52.500 53.000 55.000 56.500 57.500 58.000 58.000 58.000 59.000 60.000 60.000 60.167 Cluster 2 0 0 0 0 0 0 1 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 6 5 0 0 7 0 0 0 9 Cluster 1 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 17 0 0 10 0 0 0 0 0 0 0 8 Next Stage 7 7 8 101 25 24 28 32 32 24 98 37 62 73 44 43 21 67 45 53 60 93 74 42 56 43 33 44 120 158 45 60
Cluster Combined Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 Cluster 1 20 70 119 37 185 120 20 119 10 211 78 19 56 159 35 114 140 195 117 183 9 149 202 120 185 28 187 20 128 222 112 10 Cluster 2 66 161 283 251 228 162 70 210 242 299 143 317 205 255 190 265 199 262 127 269 140 252 268 211 215 249 193 182 253 223 174 119
33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79
187 41 63 104 19 122 15 203 58 79 28 20 112 122 7 264 13 138 80 21 63 67 92 185 25 30 145 9 20 30 79 63 179 64 195 125 29 93 39 19 112 63 89 55 9 157 177
316 113 290 208 267 308 72 257 194 120 114 35 117 123 296 289 71 309 238 186 183 76 291 246 227 217 310 10 189 56 126 298 313 133 300 136 62 214 207 79 159 202 150 87 200 292 315
63.000 63.000 64.000 64.000 65.500 67.000 69.000 72.000 72.000 72.000 72.000 72.100 72.500 73.500 75.000 76.000 76.000 77.000 77.000 78.000 78.000 78.000 80.000 80.000 80.000 80.000 82.000 82.000 83.143 84.000 85.600 86.000 87.000 88.000 89.000 89.000 89.000 90.000 90.000 90.111 90.250 90.300 92.000 93.000 93.750 94.000 95.000
27 0 0 0 12 0 0 0 0 0 26 28 31 38 0 0 0 0 0 0 35 0 0 25 0 0 0 21 44 58 42 53 0 0 18 0 0 0 0 37 45 64 0 0 60 0 0
0 0 0 0 0 0 0 0 0 24 16 15 19 0 0 0 0 0 0 0 20 0 0 0 0 0 0 32 0 13 0 0 0 0 0 0 0 0 0 63 14 23 0 0 0 0 0
84 113 53 99 72 46 161 130 228 63 159 61 73 127 97 144 166 110 117 129 64 83 201 84 138 62 275 77 88 96 72 74 131 103 148 150 142 139 253 108 94 98 208 177 107 132 120
80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126
240 236 26 42 185 106 139 27 20 8 24 219 16 132 91 216 30 7 63 104 147 20 30 64 188 73 152 9 19 20 138 26 51 41 19 14 17 9 43 27 128 204 153 206 129 1 88
276 271 254 67 187 176 191 116 192 277 96 275 59 149 112 263 83 155 78 286 169 37 77 234 260 304 281 185 248 156 180 84 221 237 63 279 101 80 98 216 177 295 270 245 173 147 188
95.000 95.000 95.000 95.000 95.500 96.000 97.000 97.000 97.750 98.000 98.000 99.000 99.000 100.500 100.667 101.000 101.250 102.500 103.714 104.000 104.000 105.556 106.600 108.000 109.000 111.000 111.000 111.873 112.222 113.000 113.500 113.500 115.000 115.500 115.867 116.000 116.000 116.438 118.000 119.000 119.500 120.000 120.000 120.000 122.000 122.000 122.500
0 0 0 0 56 0 0 0 61 0 0 0 0 0 0 0 62 47 74 36 0 88 96 66 0 0 0 77 72 101 50 82 0 34 108 0 0 107 0 87 29 0 0 0 0 0 0
0 0 0 54 33 0 0 0 0 0 0 0 0 22 73 0 0 0 11 0 0 4 0 0 0 0 0 84 0 0 0 0 0 0 98 0 0 51 0 95 79 0 0 0 0 100 104
256 204 111 136 107 177 206 119 101 169 182 147 158 166 129 119 102 143 114 187 125 109 145 184 126 225 249 117 114 150 188 131 210 139 146 157 140 127 254 162 151 168 229 231 215 179 220
127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173
9 50 21 203 26 157 2 11 34 42 154 25 41 17 57 26 7 85 21 7 34 42 212 20 82 100 48 44 40 23 14 16 28 41 15 20 36 60 259 13 45 31 8 7 244 68 47
122 160 91 213 179 229 163 266 49 314 166 46 93 135 97 29 9 264 30 19 219 195 243 125 128 197 273 110 105 184 65 222 226 175 144 27 121 102 272 132 233 204 154 141 258 167 85
122.759 123.000 123.143 124.000 124.167 125.000 125.000 127.000 127.000 127.333 130.000 131.000 132.667 133.000 133.000 133.700 133.730 134.000 135.167 136.384 136.500 137.667 138.000 139.417 139.500 140.000 142.000 142.000 144.000 145.000 145.000 145.500 146.750 148.000 150.500 152.000 154.000 154.000 155.000 156.667 157.000 157.000 157.500 158.605 159.000 159.000 159.000
117 0 52 40 111 78 0 0 0 83 0 57 113 116 0 131 97 0 129 143 135 136 0 109 0 0 0 0 0 0 115 92 43 139 39 150 0 0 0 49 0 0 89 146 0 0 0
46 0 94 0 65 0 0 0 0 0 0 0 70 0 0 69 127 48 102 114 91 67 0 68 120 0 0 0 0 0 0 30 0 0 0 119 0 0 0 93 0 121 137 0 0 0 144
143 198 145 189 142 180 205 192 147 148 169 195 160 209 245 189 146 173 183 170 174 180 193 162 202 203 227 270 192 247 223 237 217 199 209 188 254 230 239 193 186 201 250 183 291 242 191
174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220
34 108 61 55 115 1 42 33 6 7 64 108 45 104 20 26 34 47 11 13 52 7 171 130 4 41 75 31 82 100 107 2 7 247 38 15 7 81 111 220 7 7 142 28 26 131 20
148 278 90 106 294 3 157 312 24 21 196 109 103 241 138 203 164 118 40 212 53 25 311 301 50 151 293 92 230 218 236 32 139 297 89 17 51 232 124 302 134 129 209 55 42 168 88
160.000 161.000 162.000 162.500 163.000 163.333 163.619 164.000 164.000 166.352 168.667 169.500 169.500 171.333 171.630 173.952 174.200 174.250 175.000 176.000 179.000 179.819 180.000 180.000 180.500 182.333 183.000 183.000 183.800 184.000 185.500 185.500 185.516 186.000 187.000 188.111 188.359 189.000 190.000 192.000 192.091 193.045 195.000 195.050 197.840 199.000 200.825
147 0 0 76 0 125 148 0 0 170 103 175 167 99 162 142 174 173 134 166 0 183 0 0 0 160 0 168 151 152 0 133 195 0 0 161 206 0 0 0 210 214 0 159 189 0 188
0 0 0 85 0 0 132 0 90 145 0 0 0 0 110 130 0 0 155 149 0 138 0 0 128 0 0 55 0 0 81 0 86 0 75 140 112 0 0 0 0 124 0 177 180 0 126
190 185 244 217 251 242 218 285 244 195 255 267 256 222 220 218 263 233 234 250 252 206 249 245 234 228 231 239 232 237 229 281 210 248 283 232 214 255 268 223 215 224 302 235 238 272 235
221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 258 259 260 261 262 263 264 265 266 267
74 104 14 5 73 231 48 41 107 60 75 15 5 4 20 99 16 26 31 250 14 1 69 6 57 41 5 224 152 8 60 52 39 36 64 45 14 1 5 8 225 4 6 170 57 14 64
172 181 220 7 235 284 256 58 153 280 206 82 47 11 28 239 100 104 259 303 15 68 285 61 130 288 23 247 171 13 115 306 60 43 81 240 198 41 48 231 307 16 34 287 73 26 108
201.000 202.500 203.000 204.319 204.500 205.000 205.000 207.143 208.333 210.000 211.500 215.222 215.463 215.917 216.426 217.000 218.750 219.670 220.100 222.000 223.000 223.750 227.000 227.000 232.000 233.111 233.460 235.000 235.000 235.643 238.167 240.500 241.200 242.000 242.250 243.167 246.000 246.000 248.792 252.136 255.000 257.122 257.767 258.000 258.750 258.778 262.500
0 187 157 0 105 0 153 199 204 164 200 209 224 198 220 0 158 218 201 0 223 179 0 182 141 228 233 0 106 169 230 194 71 163 184 186 241 242 247 250 0 234 244 0 245 257 255
0 0 213 215 0 0 0 41 122 0 123 202 191 192 217 0 203 222 165 0 232 172 0 176 197 0 156 207 196 193 178 0 251 118 211 80 0 246 227 226 0 237 190 0 225 238 185
289 238 241 233 265 260 259 246 270 251 271 241 247 262 271 305 262 266 281 269 257 258 292 263 265 258 259 273 284 260 253 280 274 276 267 290 266 276 275 279 303 272 280 310 294 286 283
268 269 270 271 272 273 274 275 276 277 278 279 280 281 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 301 302 303 304 305 306 307 308 309 310 311 312 313 314
111 165 44 20 4 178 39 5 1 20 12 5 6 2 54 38 20 33 5 4 4 22 2 6 69 111 5 1 69 2 1 5 165 5 1 5 1 2 22 18 1 2 2 1 2 1 1
137 250 107 75 131 224 94 145 36 305 158 8 52 31 274 64 152 282 14 44 20 74 45 244 178 146 57 39 261 6 33 111 201 38 142 225 4 99 165 95 69 5 170 54 22 2 18
264.000 265.000 265.200 267.902 269.643 270.333 276.714 277.663 277.969 280.703 282.000 282.048 282.455 284.143 288.000 288.889 293.342 295.000 295.605 299.732 301.713 304.500 305.980 309.071 311.250 319.333 320.499 321.113 324.333 333.683 339.429 341.603 346.000 350.623 351.435 356.978 359.158 360.371 375.833 376.000 378.462 378.609 419.219 430.276 440.720 470.580 500.455
212 0 154 235 262 0 253 259 258 271 0 275 263 205 0 208 277 181 279 272 287 0 281 280 243 268 286 276 292 290 295 294 269 299 298 301 302 297 289 0 304 305 309 308 310 311 313
0 240 229 231 219 248 0 59 254 0 0 260 252 239 0 267 249 0 266 270 284 221 256 171 273 0 265 274 0 291 285 293 0 283 216 261 288 236 300 0 296 303 264 282 306 312 307
293 300 287 277 287 292 295 279 295 284 315 286 291 290 311 301 288 298 294 288 304 306 297 297 296 299 299 298 308 305 302 301 306 303 304 309 308 309 312 314 311 310 312 313 313 314 315
315 316
1 1
12 86
531.118 537.430
314 315
278 0
316 0
Step 2: Compare Means We then performed Compare Means for these 7 clusters. After analyzing the means we see that the means are very close to each other for most of the profiling attributes. This can be seen in the following report.
Final Cluster Centers Cluster 1 Rich full-bodied Light beer No aftertaste Refreshing Goes down easily Gives a "buzz" Good taste Low price Good value From country with brewing tradition Attractive bottle Prestigious brand High quality Drink at picnics Masculine For young people Drink with friends Drink at home To serve dinner guests For dining out Drink at bar 4 3 5 6 6 3 1 4 5 4 3 3 0 5 2 2 7 5 5 6 4 2 7 3 5 7 6 2 7 3 4 2 2 3 7 4 2 2 4 5 5 5 3 3 2 6 5 5 7 4 2 5 5 5 5 4 1 4 5 4 1 1 2 2 4 4 4 3 1 3 1 3 0 3 5 4 3 4 2 4 2 2 2 3 3 6 5 5 8 4 6 7 7 5 8 5 7 5 4 5 8 6 4 4 7 7 7 7 7 6 2 3 3 1 2 3 0 3 2 2 2 1 1 2 2 2 1 1 1 1 1 7 4 5 6 4 5 4 0 5 5 4 3 3 8 5 2 2 6 6 7 6 5
Conclusion: The company cannot afford to launch three different brands, but only one. It also has only small marketing budget. From the above observations for 2 as well as 7 clusters, we can see that the mean values for the different profiling attributes are almost the same, be it 2 cluster or 7 cluster. Hence keeping in minds company constraints, its advisable that the company launches just one brand, as there is not much of difference between the preference of the different clusters.
doc_205846788.docx
Analyzing the number of clusters, Compare Means, Cluster Centers
Kirin USA Inc. Case
Step1: Analyzing the number of clusters to be formed We have first found out the agglomeration schedule which tells us that the maximum difference th th nd rd in the coefficients, is in 7 and 8 cluster, followed by 2 and 3 cluster. Thus we go for 7 cluster solution.
Agglomeration Schedule Stage Cluster First Appears Coefficients 18.000 22.000 30.000 30.000 33.000 34.000 34.000 37.000 39.000 40.000 40.000 43.000 43.000 44.000 45.000 47.000 47.000 50.000 50.000 52.000 52.500 53.000 55.000 56.500 57.500 58.000 58.000 58.000 59.000 60.000 60.000 60.167 Cluster 2 0 0 0 0 0 0 1 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 6 5 0 0 7 0 0 0 9 Cluster 1 0 0 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 17 0 0 10 0 0 0 0 0 0 0 8 Next Stage 7 7 8 101 25 24 28 32 32 24 98 37 62 73 44 43 21 67 45 53 60 93 74 42 56 43 33 44 120 158 45 60
Cluster Combined Stage 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 Cluster 1 20 70 119 37 185 120 20 119 10 211 78 19 56 159 35 114 140 195 117 183 9 149 202 120 185 28 187 20 128 222 112 10 Cluster 2 66 161 283 251 228 162 70 210 242 299 143 317 205 255 190 265 199 262 127 269 140 252 268 211 215 249 193 182 253 223 174 119
33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79
187 41 63 104 19 122 15 203 58 79 28 20 112 122 7 264 13 138 80 21 63 67 92 185 25 30 145 9 20 30 79 63 179 64 195 125 29 93 39 19 112 63 89 55 9 157 177
316 113 290 208 267 308 72 257 194 120 114 35 117 123 296 289 71 309 238 186 183 76 291 246 227 217 310 10 189 56 126 298 313 133 300 136 62 214 207 79 159 202 150 87 200 292 315
63.000 63.000 64.000 64.000 65.500 67.000 69.000 72.000 72.000 72.000 72.000 72.100 72.500 73.500 75.000 76.000 76.000 77.000 77.000 78.000 78.000 78.000 80.000 80.000 80.000 80.000 82.000 82.000 83.143 84.000 85.600 86.000 87.000 88.000 89.000 89.000 89.000 90.000 90.000 90.111 90.250 90.300 92.000 93.000 93.750 94.000 95.000
27 0 0 0 12 0 0 0 0 0 26 28 31 38 0 0 0 0 0 0 35 0 0 25 0 0 0 21 44 58 42 53 0 0 18 0 0 0 0 37 45 64 0 0 60 0 0
0 0 0 0 0 0 0 0 0 24 16 15 19 0 0 0 0 0 0 0 20 0 0 0 0 0 0 32 0 13 0 0 0 0 0 0 0 0 0 63 14 23 0 0 0 0 0
84 113 53 99 72 46 161 130 228 63 159 61 73 127 97 144 166 110 117 129 64 83 201 84 138 62 275 77 88 96 72 74 131 103 148 150 142 139 253 108 94 98 208 177 107 132 120
80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126
240 236 26 42 185 106 139 27 20 8 24 219 16 132 91 216 30 7 63 104 147 20 30 64 188 73 152 9 19 20 138 26 51 41 19 14 17 9 43 27 128 204 153 206 129 1 88
276 271 254 67 187 176 191 116 192 277 96 275 59 149 112 263 83 155 78 286 169 37 77 234 260 304 281 185 248 156 180 84 221 237 63 279 101 80 98 216 177 295 270 245 173 147 188
95.000 95.000 95.000 95.000 95.500 96.000 97.000 97.000 97.750 98.000 98.000 99.000 99.000 100.500 100.667 101.000 101.250 102.500 103.714 104.000 104.000 105.556 106.600 108.000 109.000 111.000 111.000 111.873 112.222 113.000 113.500 113.500 115.000 115.500 115.867 116.000 116.000 116.438 118.000 119.000 119.500 120.000 120.000 120.000 122.000 122.000 122.500
0 0 0 0 56 0 0 0 61 0 0 0 0 0 0 0 62 47 74 36 0 88 96 66 0 0 0 77 72 101 50 82 0 34 108 0 0 107 0 87 29 0 0 0 0 0 0
0 0 0 54 33 0 0 0 0 0 0 0 0 22 73 0 0 0 11 0 0 4 0 0 0 0 0 84 0 0 0 0 0 0 98 0 0 51 0 95 79 0 0 0 0 100 104
256 204 111 136 107 177 206 119 101 169 182 147 158 166 129 119 102 143 114 187 125 109 145 184 126 225 249 117 114 150 188 131 210 139 146 157 140 127 254 162 151 168 229 231 215 179 220
127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173
9 50 21 203 26 157 2 11 34 42 154 25 41 17 57 26 7 85 21 7 34 42 212 20 82 100 48 44 40 23 14 16 28 41 15 20 36 60 259 13 45 31 8 7 244 68 47
122 160 91 213 179 229 163 266 49 314 166 46 93 135 97 29 9 264 30 19 219 195 243 125 128 197 273 110 105 184 65 222 226 175 144 27 121 102 272 132 233 204 154 141 258 167 85
122.759 123.000 123.143 124.000 124.167 125.000 125.000 127.000 127.000 127.333 130.000 131.000 132.667 133.000 133.000 133.700 133.730 134.000 135.167 136.384 136.500 137.667 138.000 139.417 139.500 140.000 142.000 142.000 144.000 145.000 145.000 145.500 146.750 148.000 150.500 152.000 154.000 154.000 155.000 156.667 157.000 157.000 157.500 158.605 159.000 159.000 159.000
117 0 52 40 111 78 0 0 0 83 0 57 113 116 0 131 97 0 129 143 135 136 0 109 0 0 0 0 0 0 115 92 43 139 39 150 0 0 0 49 0 0 89 146 0 0 0
46 0 94 0 65 0 0 0 0 0 0 0 70 0 0 69 127 48 102 114 91 67 0 68 120 0 0 0 0 0 0 30 0 0 0 119 0 0 0 93 0 121 137 0 0 0 144
143 198 145 189 142 180 205 192 147 148 169 195 160 209 245 189 146 173 183 170 174 180 193 162 202 203 227 270 192 247 223 237 217 199 209 188 254 230 239 193 186 201 250 183 291 242 191
174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220
34 108 61 55 115 1 42 33 6 7 64 108 45 104 20 26 34 47 11 13 52 7 171 130 4 41 75 31 82 100 107 2 7 247 38 15 7 81 111 220 7 7 142 28 26 131 20
148 278 90 106 294 3 157 312 24 21 196 109 103 241 138 203 164 118 40 212 53 25 311 301 50 151 293 92 230 218 236 32 139 297 89 17 51 232 124 302 134 129 209 55 42 168 88
160.000 161.000 162.000 162.500 163.000 163.333 163.619 164.000 164.000 166.352 168.667 169.500 169.500 171.333 171.630 173.952 174.200 174.250 175.000 176.000 179.000 179.819 180.000 180.000 180.500 182.333 183.000 183.000 183.800 184.000 185.500 185.500 185.516 186.000 187.000 188.111 188.359 189.000 190.000 192.000 192.091 193.045 195.000 195.050 197.840 199.000 200.825
147 0 0 76 0 125 148 0 0 170 103 175 167 99 162 142 174 173 134 166 0 183 0 0 0 160 0 168 151 152 0 133 195 0 0 161 206 0 0 0 210 214 0 159 189 0 188
0 0 0 85 0 0 132 0 90 145 0 0 0 0 110 130 0 0 155 149 0 138 0 0 128 0 0 55 0 0 81 0 86 0 75 140 112 0 0 0 0 124 0 177 180 0 126
190 185 244 217 251 242 218 285 244 195 255 267 256 222 220 218 263 233 234 250 252 206 249 245 234 228 231 239 232 237 229 281 210 248 283 232 214 255 268 223 215 224 302 235 238 272 235
221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 258 259 260 261 262 263 264 265 266 267
74 104 14 5 73 231 48 41 107 60 75 15 5 4 20 99 16 26 31 250 14 1 69 6 57 41 5 224 152 8 60 52 39 36 64 45 14 1 5 8 225 4 6 170 57 14 64
172 181 220 7 235 284 256 58 153 280 206 82 47 11 28 239 100 104 259 303 15 68 285 61 130 288 23 247 171 13 115 306 60 43 81 240 198 41 48 231 307 16 34 287 73 26 108
201.000 202.500 203.000 204.319 204.500 205.000 205.000 207.143 208.333 210.000 211.500 215.222 215.463 215.917 216.426 217.000 218.750 219.670 220.100 222.000 223.000 223.750 227.000 227.000 232.000 233.111 233.460 235.000 235.000 235.643 238.167 240.500 241.200 242.000 242.250 243.167 246.000 246.000 248.792 252.136 255.000 257.122 257.767 258.000 258.750 258.778 262.500
0 187 157 0 105 0 153 199 204 164 200 209 224 198 220 0 158 218 201 0 223 179 0 182 141 228 233 0 106 169 230 194 71 163 184 186 241 242 247 250 0 234 244 0 245 257 255
0 0 213 215 0 0 0 41 122 0 123 202 191 192 217 0 203 222 165 0 232 172 0 176 197 0 156 207 196 193 178 0 251 118 211 80 0 246 227 226 0 237 190 0 225 238 185
289 238 241 233 265 260 259 246 270 251 271 241 247 262 271 305 262 266 281 269 257 258 292 263 265 258 259 273 284 260 253 280 274 276 267 290 266 276 275 279 303 272 280 310 294 286 283
268 269 270 271 272 273 274 275 276 277 278 279 280 281 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 301 302 303 304 305 306 307 308 309 310 311 312 313 314
111 165 44 20 4 178 39 5 1 20 12 5 6 2 54 38 20 33 5 4 4 22 2 6 69 111 5 1 69 2 1 5 165 5 1 5 1 2 22 18 1 2 2 1 2 1 1
137 250 107 75 131 224 94 145 36 305 158 8 52 31 274 64 152 282 14 44 20 74 45 244 178 146 57 39 261 6 33 111 201 38 142 225 4 99 165 95 69 5 170 54 22 2 18
264.000 265.000 265.200 267.902 269.643 270.333 276.714 277.663 277.969 280.703 282.000 282.048 282.455 284.143 288.000 288.889 293.342 295.000 295.605 299.732 301.713 304.500 305.980 309.071 311.250 319.333 320.499 321.113 324.333 333.683 339.429 341.603 346.000 350.623 351.435 356.978 359.158 360.371 375.833 376.000 378.462 378.609 419.219 430.276 440.720 470.580 500.455
212 0 154 235 262 0 253 259 258 271 0 275 263 205 0 208 277 181 279 272 287 0 281 280 243 268 286 276 292 290 295 294 269 299 298 301 302 297 289 0 304 305 309 308 310 311 313
0 240 229 231 219 248 0 59 254 0 0 260 252 239 0 267 249 0 266 270 284 221 256 171 273 0 265 274 0 291 285 293 0 283 216 261 288 236 300 0 296 303 264 282 306 312 307
293 300 287 277 287 292 295 279 295 284 315 286 291 290 311 301 288 298 294 288 304 306 297 297 296 299 299 298 308 305 302 301 306 303 304 309 308 309 312 314 311 310 312 313 313 314 315
315 316
1 1
12 86
531.118 537.430
314 315
278 0
316 0
Step 2: Compare Means We then performed Compare Means for these 7 clusters. After analyzing the means we see that the means are very close to each other for most of the profiling attributes. This can be seen in the following report.
Final Cluster Centers Cluster 1 Rich full-bodied Light beer No aftertaste Refreshing Goes down easily Gives a "buzz" Good taste Low price Good value From country with brewing tradition Attractive bottle Prestigious brand High quality Drink at picnics Masculine For young people Drink with friends Drink at home To serve dinner guests For dining out Drink at bar 4 3 5 6 6 3 1 4 5 4 3 3 0 5 2 2 7 5 5 6 4 2 7 3 5 7 6 2 7 3 4 2 2 3 7 4 2 2 4 5 5 5 3 3 2 6 5 5 7 4 2 5 5 5 5 4 1 4 5 4 1 1 2 2 4 4 4 3 1 3 1 3 0 3 5 4 3 4 2 4 2 2 2 3 3 6 5 5 8 4 6 7 7 5 8 5 7 5 4 5 8 6 4 4 7 7 7 7 7 6 2 3 3 1 2 3 0 3 2 2 2 1 1 2 2 2 1 1 1 1 1 7 4 5 6 4 5 4 0 5 5 4 3 3 8 5 2 2 6 6 7 6 5
Conclusion: The company cannot afford to launch three different brands, but only one. It also has only small marketing budget. From the above observations for 2 as well as 7 clusters, we can see that the mean values for the different profiling attributes are almost the same, be it 2 cluster or 7 cluster. Hence keeping in minds company constraints, its advisable that the company launches just one brand, as there is not much of difference between the preference of the different clusters.
doc_205846788.docx