Task $1$: k$-$Means Cluster analysis $($k $=2)$ determine $2$ clusters

There are $10$ Segmentation Variables to consider: psychological variables $(6$ variables in Salmon color$)$ & Behavioral variables $(4$ yellow colors$).$

Choose a minimum of $6$ important segmentation variables among $10$ segmentation variables.

Write your rationale for why you choose those variables in your cluster analysis.

Task $2$: Descriptive Statistics & Targeting Strategy $-$ Profiling for EACH CLUSTER

Report Mean, Standard Deviation, Max, and Min values of patronage $+$ all $10$ segmentation variables $+4$ demographic variables $($gender$,$ age, income$)$ for each cluster

Develop and report key cross tabulates $(10$ variables per gender, per age group, per income level$)$ for each cluster.

Develop profiling for each cluster

Task $3$: Run a regression analysis for EACH CLUSTER $($Ivs: psychographic variables $($salmon color$),$ DV: Patronage$).$

Report Key Statistics of each regression analysis $($review the regression analysis template$).$

Write your interpretation and conclusion in each analysis. $-$ Are there any different regression results between the two clusters?

$[$End of Assignment$]$

$[$Further Discussion Topics$]$ Targeting Strategy $-$ this can be part of your exam $1.$

Does each cluster confirm all four evaluation criteria: homogeneous within, heterogeneous between, substantial, and meaningfully defined?

Which targeting strategy is more appropriate? Why?

A differentiated targeting strategy $($target both segments with differentiated marketing mix strategies$)$

An undifferentiated targeting strategy $($targeting both segments with the same marketing mix$)$

$[$Further Discussion Topics$]$ Positioning Strategy $-$ this can be part of your exam $1.$

Discuss the two most important attributes $($among $10$ variables$)$ for each cluster

Using the two attributes, draw in the perceptual map.

Using the $$top$1$ variable, plot positions of competitors and Chipotle in the map

Try to find the best two attributes that you can make Chipotle different from all others $($relatively$).$

$[$Further Discussion Topics$]$ Marketing Mix $-$ this can be part of your exam $1.$

Develop the marketing mix $(4$P$$s$)$ strategies for each cluster.

All arguments should be supported by your data $($and reasonable assumptions if necessary$).$