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A leading headphones and other devices brand want to do psychographic segmentation. They

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have collected data on

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statements

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Hierarchical and K Means SPSS output is given below.

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Hierarchical Clustering: SPSS Output

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Table

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: Agglomeration Schedule

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Cluster Combined,Coefficients,

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Means Clustering: SPSS Output

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Table

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I prefer to pay by UPI APPS as a matter of convenience,

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A mobile phone is a necessity rather than luxury.,

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I feel vegetarian food is more nutritious than non

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vegetarian food.,

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V

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Mobile phone has become an integral part of Indian urban life.,

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OTT content and web series are a major source of entertainment.,

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I prefer to take my food outside every weckend.,

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$$Table

$3$

: ANOVA Table

$4$

$1$

$1$

$$A leading headphones and other devices brand want to do psychographic segmentation. They have collected data on

$1$

$0$

$0$

$$respondents$.$ The data is pertaining to lifestyle related Likert statements, where I indicates strong disagreement and

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$$indicates strong agreement. The Hierarchical and K Means SPSS output is given below.