MARKETING ANALYTICS ASSIGNMENT
Cluster Analysis of Godrej India Limited Case
Prof. Sreedhara Raman
Step 1: Agglomeration Schedule:
The first step in Cluster Analysis is to find out the number of clusters that should be made. From the below table we observe that the difference between 16th and 15th value is the highest =4.5. Thus, the number of cluster taken is 4.
Agglomeration Schedule |
Stage | Cluster Combined | Coefficients | Stage Cluster First Appears | Next Stage |
| Cluster 1 | Cluster 2 | | Cluster 1 | Cluster 2 | |
1 | 1 | 19 | 11.000 | 0 | 0 | 12 |
2 | 11 | 20 | 15.000 | 0 | 0 | 11 |
3 | 8 | 9 | 15.000 | 0 | 0 | 8 |
4 ...view middle of the document...
They enjoy surfing on the net. However, they give high importance to women education for the overall development of the country. Also, they prefer to take food outside every weekend.
The respondents belonging to this cluster are conscious about the quality of products they purchase and believe in buying ready-made clothes also, they believe that foreign goods are of superior quality. They enjoy surfing on the net, for them computer is a necessity and prefer payment over credit cards , they listen to old music, major source of entertainment is movies and believes that TV are an integral part urban households. They prefer vegetarian food however they eat outside every weekend. They believe that women education and computer education at primary level is important. They also think that liberalization has increased the efficiency of Indian firms and that economic status of India will improve.
The respondents belonging to this group believes that...