Measurement of Listeners' Preferences for Private FM Radio Listeners in Ahmedabad : A Cluster Analysis Approach

The aim of this to present consumer segmentation for, private FM Radio Channels in Ahmedabad City. The measurement of consumer preferences has always been the area of interest for the marketers and academicians too. After measurement of preferences, market segmentation is carried out for the better understanding of marketing mix so that the marketer can deliver what consumer wants. The purpose cf cluster analysis is to find out whether there is a specific pattern within the set of unit or whether they fall into particular class or groups which are similar to one another