1. Identify the variables relevant to each segment.  Please help me figure out how to determine or tell when a variable is relevant one or not in each segments.
2. 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.). I chose 3 Segments to yield better results. This is because at 3 segments, the clusters' sizes are similar (100, 109, 108). This means the results are good and no matter which segments we decide to target, the cluster will be big enough for revenue opportunities. Is there something else that can determine which segmentation to choose?
3. What are the key differences between the 3 segments? The only Key Differences I found was good taste where Segments 1 and 2 have no ratings at all but Segment 3 has the highest rating.  Are they asking the key differences in consumers in each segment? i.e. Segment 1 are people who value low cost and segment 3 are people who enjoys a good time with refreshing beers?

Final Cluster Centers Cluster 1 2 3 Rich full-bodied 2 5 7 Light beer 3 4 4 No aftertaste 3 5 5 Refreshing 2 6 7 Goes down easily 3 6 7 Gives a "buzz" 3 3 4 Good taste 0 0 8 Low price 3 4 5 Good value 3 5 6 From country with 3 4 4 brewing tradition Attractive bottle 3 3 3 Prestigious brand 2 High quality 1 Drink at picnics 3 355 st 4 7 5 Masculine 2 2 3 For young people 2 2 3 Drink with friends 2 6 6 Drink at home 2 5 6 To serve dinner guests 2 6 6 For dining out 3 6 6 Drink at bar 2 5 6 Number of Cases in each Cluster Cluster 1 100.000 2 109.000 3 108.000 Valid 317.000 Missing .000