Below is the results of segmentation analysis output of the data provided with t

Question

Below is the results of segmentation analysis output of the data provided with the Kirin case. As you see, we use a 4-segment solution: Cluster Sizes The following table lists the size of the population and of each segment, in both absolute and rela Size /Cluster Overall Cluster 1 Cluster 2 Cluster 3 Cluster 4 Number of observations 317 82 100 Proportion 1 0.2590.2210.2050.315 Segmentation Variables Means of each segmentation varlable for each segment. Segmentation variable/Cluster Overall Cluster 1 Cluster 2 Cluster 3 Cluster 4 Rich full-bodied Light beer No aftertaste Refreshin Goes down easily 2.3 7.03 4.82 6.08 2.233 4.26 5.65 3.46 ives a "buzz Good taste 2.91 2.63 1.27 0.443 .09 4.88 7.51 5.46 3.44 3.39 2.82 4.65 3.26 2.54 677 From country with brewing tradition 3.823.04 4.42 445 187 4.94 3.81 Prestigious brand Hy Drink at picnics Masculine 4.483.06153 4.62 1.54 5.21 Drink with friends Drink at home To serve dinner guests For dining out Drink at bar .ES 94.03 6.05 6.42 6.54 2.58 6.26 5.02 1.36 16 4.92 1.67 1.56 4.35 3.57 6.26 5.69 Based on these results, how would you describe the charactersitics/preferences of the people in each segment? AND based on these characteristics, how would you name each segment?

Explanation / Answer

Cluster 3 is the best segment to be targetted as it prefers the product characteristics and has the most the favourable opinion followed by cluster 4 which also forms a large part of the consumer segment.

The segments can be named as:-

Cluster 1 - Value Searchers

Custer 2 - Traditional Drinkers

Cluster 3 - Fun Lovers

Cluster 4 - Social Animals

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