Question: After the recent border problem with China, common consumers prefer non-Chinese brands. As Chinese companies have a stronghold in the Indian consumer durable segment, many

After the recent border problem with China, common consumers prefer non-Chinese brands. As Chinese companies have a stronghold in the Indian consumer durable segment, many Indian companies want to enter this market. For doing so, one of the company wants to explore different consumer segments for a new product based on ten attributes.

Identify the optimal number of clusters. Explain how you reach the decision of identifying the optimal number of clusters.

As Chinese companies have a stronghold in the Indian consumer durable segment,

many Indian companies want to enter this market. For doing so, one

Agglomeration Schedule Stage Cluster First Cluster Combined Coefficient Appears Stage Cluster 1 Cluster 2 S Cluster 1 Cluster 2 Next Stage 7 16 7.000 0 8 2 10 11 7.000 0 10 3 4 5 8.000 0 6\f\f

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