4 1 5 2

4 1
1 0.9325048 1
5 0.6698938 0.4225771 1
2 0.5897678 0.2635231 0.9131426 1
FOOD JOINTS : Given below are the ratings given by 4 students on 6 aspects that guide their preference towards
good and trendy food joints (10=high and 1=low). How will you group these students into two clusters using their
preference scores.

Distance based groups - smallest distance between pairs of customers

Variables Amrita Tony Taapsee Manav
speedy service 4 1 5 2
neat décor 7 3 5 2
good food 8 3 6 4
music 10 4 9 5
prepaid food cards 6 2 7 4
loyalty meal schemes 7 3 5 2
Avg 7.00 2.67 6.17 3.17

Distance between Two sets of customers 4C2

Amrita Tony Taapsee Manav

Amrita 10.86 3.87 9.95
Tony 9.11 3.00
Taapsee 7.48
Manav

Amrita & Tapsee Getting the Platinum Card , since the Prefere

Tony & Manav Get the Blue card , as their preference of the

Trade off When Corelations are high the offers that ca

Managerial Perspectives We may decide how to define those custom

eir preference towards
wo clusters using their

Relative weightages
Amrita Tony Taapsee Manav
10% 6% 14% 11%
16% 17% 13% 10%
21% 20% 18% 22%
33% 34% 33% 35%
30% 26% 39% 44%
50% 53% 45% 39%

um Card , since the Preferences of each customer are same. Distance between them is lowest and hence the prefernce are same

as their preference of these customers are same.

are high the offers that can be extended to them - Resurce Planning is Easy

w to define those customer segments whether it would be by Customer Prefernces or by Resource Planning
d hence the prefernce are same.

rce Planning
 Fare Food Relative Expectations

Bus Class 24000 3000 8 Corresponding Expectations

Economy 4300 500 8.6

9000 2500 3.6

3500 250 14
 planning for similar trade off groups is easy
as the their trade off value alocated to the
ding Expectations respective features ( say food) is similar
 Amrita Tony Taapsee Manav
Amrita 1
Tony 0.9682458 1
Taapsee 0.6866066 0.5237849 1
Manav 0.6771193 0.4856429 0.9235677 1