Cluster Analysis for Market Segmentation

Examines the processes of cluster analysis and describes them using an example of benefit segmentation, and also discusses other applications suggesting new directions of research in related fields. Bases an example study with 200 early respondents to a survey into sixth formers' choice of degree course, in which students were given 23 criteria which related to their course choice. Comparisons of likeness using Euclidean distance measures were employed. Uses also importance ratings given by three drivers to characteristics of new cars. Proposes that hierarchical clustering can be criticised when used to cluster data that is not naturally hierarchical, but other procedures have similar failings. Posits that clumping and optimisation in conjunction with hierarchical clustering offer the greater potential. Concludes that cluster analysis is a flexible tool, which provides a number of opportunities for marketing, and it is an appealing and simple idea ‐ but there are many technical questions that a researcher must ask before it is used.