Cluster Analysis On FMCG Data
Cluster Analysis On FMCG Data
Cluster Analysis On FMCG Data
Agglomeration Schedule
Stage Cluster Combined Coefficients Stage Cluster First Appears Next Stage
1 4 5 7.000 0 0 16
2 19 20 14.500 0 0 8
3 2 6 23.000 CLUSTER 10 0 6
4 3 13 33.500 0 0 6
5 1 14 47.500 0 0 9
6 2 3 62.000 3 4 11
7 8 16 78.500 0 0 15
8 11 19 95.667 0 2 13
9 1 15 114.333 5 CLUSTER
0 2 18
10 7 17 133.333 0 0 15
11 2 12 153.033 6 0 12
12 2 9 173.667 11 0 14
13 10 11 195.500 0 8 18
CLUSTER
14 2 18 219.667 3 12 0 16
15 7 8 250.417 10 7 17
16 2 4 284.750 14 1 17
17 2 7 337.013 16 15 19
18 1 10 392.132 9 13 19
CLUSTER
19 1 2 466.050 4 18 17 0
1
INTERPRETATION
Cluster Membership
Case Number Cluster Distance
1 1 3.143
2 1 2.735
3 4 2.610
4 4 2.969
5 4 2.883
6 2 3.274
7 3 4.724
8 2 3.659
9 1 4.656
10 3 4.441
11 3 3.784
12 4 4.220
13 2 3.064
14 1 3.779
15 1 4.276
16 2 4.552
17 2 4.905
18 2 5.233
19 3 2.706
20 3 3.274
Cluster
1 2 3 4
I prefer fast food and ready to use 4.4 3.5 3.4 4.0
products.
2.2 4.0 1.4 3.5
People are more health conscious today
than they were in the earlier generation.
I believe politicians can play a positive role 2.8 4.0 3.0 3.3
in our lives
3.0 3.5 4.2 4.0
I enjoy watching movies in a theatre
I prefer to pay by credit card rather than by 4.2 2.5 1.8 3.8
cash.
Interpretation
C1 C2
I prefer email to letters I prefer letters over email
People are more health conscious today People are less health conscious today
than they were in the earlier generation. than they were in the earlier generation.
Entry of foreign companies has Entry of foreign companies has
increased the efficiency of Indian increased the efficiency of Indian
Companies Companies
Women are not active participants in my Women are active participants in my
purchase decisions. purchase decisions.
If I get a chance I would like to settle If I get a chance I would not like to settle
abroad abroad
I always buy branded products I always do not buy branded products
I frequently go out on weekends I frequently do not go out on weekends
I do not prefer to pay by credit card I prefer to pay by credit card rather than
rather than by cash. by cash.
C3 C4
I prefer letters over email I prefer letters over email
People are more health conscious today People are less health conscious today
than they were in the earlier generation. than they were in the earlier generation.
Entry of foreign companies has not Entry of foreign companies has
increased the efficiency of Indian increased the efficiency of Indian
Companies Companies
Women are active participants in my Women are not active participants in my
purchase decisions. purchase decisions.
If I get a chance I would not like to settle If I get a chance I would not like to settle
abroad abroad
I always buy branded products I always do not buy branded products
I frequently go out on weekends I frequently do not go out on weekends
I prefer to pay by credit card rather than I do not prefer to pay by credit card
by cash. rather than by cash.
ANOVA
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus
cannot be interpreted as tests of the hypothesis that the cluster means are equal.
INTERPRETATION
FROM THE ABOVE ANOVA TABLE IT IS FOUND THAT THERE ARE 8 VARIABLE
WHOSE VALUE IS LESS THAN 0.10 AT 10% LEVEL OF SIGNIFICANCE,
DISTINGUISING VARIABLE AT 90% P<0.10
IT IS INDICATED IN RED
IT SHOWS THAT PERTICULAR VERIABLE IS SIGNIFICANT FOR CLUSTER
ANALYSIS
FROM THE ABOVE TABLE OUT OF 15 VARIABLE 8 VARIABLE ARE SIGNIFICANT
DUE TO (P VALUE LESS THAN (<) 0.10)
THESE 8 SIGNIFICANT STATEMENT OR VARIABLE ARE USEFULL FOR FURTHER
CLUSTER FORMULATION.
1 5.000
2 6.000
Cluster
3 5.000
4 4.000
Valid 20.000
Missing .000