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?

here is the data: https://docs.google.com/spreadsheets/d/1OM7ctHqKX60HTVzR9SPd7dz7UXPJk7uXwuYmd3MQ7SU/edit?usp=sharing