A random sample of 10 consumers were asked their level of agreement on a 1 to 9 Likert scale (1 = strongly disagree, 9 = strongly agree) with the following four statements: I am willing to switch brands. The price is important in my purchasing decisions. The brand is important in my purchasing decisions. I shop frequently. Figure 3 (spread over the next two pages) presents selected SPSS output from a cluster analysis using Ward's procedure and squared Euclidean distance. Interpret the output and explain, with reasons, the appropriate number of clusters according to the SPSS output, profling each cluster.

Figure 3 Figure 3 (continued) Proximity Matrix Agalomeration Schedule [END OF PAPER]