The Excel file 'toothpaste' contains reports from 60 consumers on their ratings of the importance of six toothpaste attributes. Construct a perceptual map that underlies these ratings. Now perform a cluster analysis to identify potential segments. If you were to go back to provide some guidance to your product managers in the development of new products for this market, what would you tell them?

brand	prevents_cavities	shiny_teeth	strengthens_gums	freshens_breath	decay_prevention_unimportant	attractive_teeth	age	gender
1	7	3	6	4	2	4	50	Female
2	1	3	2	4	5	4	27	Female
3	6	2	7	4	1	3	24	Female
4	4	5	4	6	2	5	21	Female
5	1	2	2	3	6	2	34	Female
6	6	3	6	4	2	4	39	Female
7	5	3	6	3	4	3	50	Female
8	6	4	7	4	1	4	54	Female
9	3	4	2	3	6	3	32	Male
10	2	6	2	6	7	6	24	Female
11	6	4	7	3	2	3	40	Female
12	2	3	1	4	5	4	23	Male
13	7	2	6	4	1	3	41	Female
14	4	6	4	5	3	6	25	Female
15	1	3	2	2	6	4	40	Male
16	6	4	6	3	3	4	39	Female
17	5	3	6	3	3	4	40	Male
18	7	3	7	4	1	4	39	Male
19	2	4	3	3	6	3	50	Male
20	3	5	3	6	4	6	26	Female
21	1	3	2	3	5	3	40	Male
22	5	4	5	4	2	4	38	Male
23	2	2	1	5	4	4	37	Male
24	4	6	4	6	4	7	31	Female
25	6	5	4	2	1	4	36	Male
26	3	5	4	6	4	7	40	Female
27	4	4	7	2	2	5	40	Male
28	3	7	2	6	4	3	29	Female
29	4	6	3	7	2	7	40	Male
30	2	3	2	4	7	2	28	Male
31	7	3	6	4	2	4	50	Female
32	1	3	2	4	5	4	27	Female
33	6	2	7	4	1	3	24	Female
34	4	5	4	6	2	5	21	Female
35	1	2	2	3	6	2	34	Female
36	6	3	6	4	2	4	39	Female
37	5	3	6	3	4	3	50	Female
38	6	4	7	4	1	4	54	Female
39	3	4	2	3	6	3	32	Male
40	2	6	2	6	7	6	24	Female
41	6	4	7	3	2	3	40	Female
42	2	3	1	4	5	4	23	Male
43	7	2	6	4	1	3	41	Female
44	4	6	4	5	3	6	25	Female
45	1	3	2	2	6	4	40	Male
46	6	4	6	3	3	4	39	Female
47	5	3	6	3	3	4	40	Male
48	7	3	7	4	1	4	39	Male
49	2	4	3	3	6	3	50	Male
50	3	5	3	6	4	6	26	Female
51	1	3	2	3	5	3	40	Male
52	5	4	5	4	2	4	38	Male
53	2	2	1	5	4	4	37	Male
54	4	6	4	6	4	7	31	Female
55	6	5	4	2	1	4	36	Male
56	3	5	4	6	4	7	40	Female
57	4	4	7	2	2	5	40	Male
58	3	7	2	6	4	3	29	Female
59	4	6	3	7	2	7	40	Male
60	2	3	2	4	7	2	28	Male