Final Cluster Centers

Cluster

$2$

$1$

$3$

$2$

$3$

$3$

$2$

$3$

$3$

$0$

$3$

$3$

$3$

$5$

$4$

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

$5$

$6$

$6$

$3$

$0$

$4$

$5$

$4$

$7$

$4$

$5$

$7$

$7$

$4$

$8$

$5$

$6$

$4$

$3$

$2$

$1$

$3$

$2$

$2$

$2$

$2$

$2$

$3$

$2$

$3$

$3$

$5$

$5$

$2$

$2$

$6$

$5$

$6$

$6$

$5$

$3$

$4$

$7$

$5$

$3$

$3$

$6$

$6$

$6$

$6$

$6$For the segmentation analysis, I would like you to expand the number of clusters from $2$to $3.$

Next, identify the variables relevant to each segment.

Which segmentation yields better results? $(2$segments vs $3$segments$)$Why$?$

$($Hint: a segmentation analysis is more useful when it is easier to differentiate between

respondents. So targeting becomes more useful and less mass$-$market based.$)$

What are the key differences between the $3$segments$?$

Label the segments. These segments provide clues that you could use to develop new products

or target your products better.