Beruflich Dokumente
Kultur Dokumente
PROJECT
VGSOM
MBA: 2010-12
Our aim to use the Cluster Analysis was to segment the Noodle
customers according the Taste, Brand, Age, income, No of
different Flavours offered etc. For the data gathered, 2-step
clustering methodology was used to obtain the clusters.
Limitations: The survey was primarily conducted amongst the
student community, thus the sample set received was not a
true reflection the population demographic.
Questionnaire Used: The following questionnaire was used to
obtain the responses.
* Required
Top of Form
Name *
Age *
• <18 years
• 18-25 years
• 25-35 years
• >35 years
Occupation *
• Student
• Professional
• Self Employed
List the products in the order of preference * 1 - Most preferred, 5 - Least preferred
1 2 3 4 5
Horlicks Foodles
Nestle Maggi
Sunfeast Yipee
Rate the importance of the following while choosing a noodle * 1 - Least Important, 5 - Highly Important
1 2 3 4 5
Brand
Length of noodles
Taste
Price
Packaging
Non-stickiness
Ease of preparation
Availability
Health Ingredients
• Parents
• Spouse
• No specific decision-maker
• Television
• Newspapers/ Magazines
• Radio
• Friends
• Store Display
• Others
• Yes
• No
• Single pack
• Double pack
Analysis : For the final analysis, the data table in PASW was
obtained as such.
display Numeric store display {0, not through store display}... Nominal
Note: This is a sample data set and not the exhaustive list
Output:
Description: Two major segments are obtained. A brief
description of the same is provided as.
Segment 1:
Segment 2: