Cluster Sizes The following table lists the size of the population and of each s
ID: 423133 • Letter: C
Question
Cluster Sizes The following table lists the size of the population and of each segment, in both absolute and relative Size / Cluster Overall Cluster1Cluster 2 Cluster 3 Cluster 4 100 0.2050.315 Number of observations 317 82 70 65 Proportion 0.259 0.221 Discriminant Variables Means of each discriminant variable for each segment Discriminant variable Clust Overall Cluster 1 Cluster 2Cluster 3Cluster 4 Weekly consumption Age (1 Income (1 Education (1-6) Sex (M-1 Adapt to new situations Make friends easil Don't like to be tied to timetable Like to take chances Like to travel abroad Like ethnic food Knowledgeable about beer 9.42 4.77 5.451 4.473 1.12 3.502 3.312 3.558 3.132 3.306 3.47 2.95 11.537 4.512 5.451 4.659 1.098 3.61 3.293 9.186 4.943 5.514 4.214 3.557 3.386 3.543 3.186 3.229 3.486 2.857 8.046 4.723 5.185 4.446 1.077 3.354 3.2 3.538 3.046 3.323 3.308 2.923 8.74 4.89 5.58 4.52 1.13 3.47 3.35 3.63 3.03 3.32 3.49 2.96 3.28 3.341 3.561 3.037 l'd like you to share your opinions about: a) Based only on the Discriminant Variables table, how would you characterize each segment? That is, what type of people are there in each segment? b) Which one of othese segments would you target? IMPORTANT: Please make sure to use the criteria for targeting in the lecture notes.Explanation / Answer
(a) Segmentation using discriminant analysis and helps in identifying the target group best suited for the product type ie japanese beer.
Cluster 1:It consists of binge drinkers(regular and frequent drinkers ), age group -40-50,the proportion of males and females is balanced, highly educated , highly social ,adaptable , mid to high income group,good knowledge about beer and has a high preference for ethnic food(The case being considered is about traditional Japanese beer)
Cluster 2: Regular drinkers , age group : 45-55 , moderately educated as compared to the average, high proportion of males , high income group ,highly adaptable, social in nature ,likes outings,has moderate knowledge about beer.
Cluster 3:Casual drinkers,age group-45-50,mid -high income group,highly educated, balanced male to female ratio,less social and lesser adventurous,does not have much preference for ethnic food and has moderate knowledge about beer.
Cluster 4:Casual drinkers,age group-45-50, high income group,highly educated, high proportion of male members,Highly social and moderately adventurous,does not have much preference for ethnic food and has moderate knowledge about beer.
(b) The kirin case study is around identifying the best target group best suited for marketing and selling their beer(Japanese beer)
The traits of the best target group would be:
Mostly Male consumers,age group between 40-50 , consumes good quantity of alcoholic drinks, middle and high income group,good education, social in nature ,adventurous, knowledgeable about beer and has a preference for ethnic food
Based on all these traits , cluster 1 is most suitable target group which closely matches all the desired traits.
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