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Chapter 6 · Advanced Techniques of Market Analysis · Slide 237/274

How do the segments differ?

Cluster Profiles · "Christmas Trees"

6.3 · SegmentationCluster Profiles · "Christmas Trees"

How do the segments differ?


SpeedOpening hoursServiceProximity / locationFamily-friendlyRegular spotDeliveryTime savingsEnjoymentQualityValue for moneyLow priceHealthy eatingAtmosphere1CLUSTER111111111111112CLUSTER222222222222223CLUSTER333333333333334CLUSTER44444444444444
Trunk = overall mean across all respondents Branch (dashed) = cluster mean ± 1 standard deviation Order top → bottom: F-ratio descending (top best-separating) Schematic illustration to demonstrate the principle
At the top are the characteristics with the highest F-ratio — small dispersion, clear position relative to the trunk: they separate the segments best. Toward the bottom the dispersion grows, the clusters overlap — separating power decreases.
QUESTIONSTAR · Dr. Paul Marx237 / 274
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