CFPP Assignment 5

Name: Abhijit Nidichenametla

Roll Number: FT201003

Question 1:

Part A: Size attribute is only significant related to RESP.TYPE demographic segmentation

Part B: Different Average attribute importance is in the following order (Imp.Size)

UNDERGRAD > GRAD > OTHERS > SPOUSE.

Question 2: The statistically appropriate number of segments are as follows:

2 segments: @40Dollars, @10Dollars, Bookbag, Pocket, @0.5min

3 segments: @40Dollars, @10Dollars, Bookbag, Pocket, @5min, @2min, @0.5min, Difficult

4 segments: @40Dollars, @10Dollars, Bookbag, Pocket, @5min, @2min, @0.5min, Difficult, Easy

5 segments: @40Dollars, @10Dollars, Bookbag, Pocket, @5min, @2min, @0.5min, Difficult, Easy,
Medium (Almost significant)

Statistically appropriate number of segments are 5 segments

Question 3:

Part A: @40Dollars, @10Dollars, Bookbag, Pocket, @0.5min are important attributes for 2-benefit
segment result.

Part B:
SPSS Outputs:

Demographic Segmentation:

ANNOVA Between Dependent Variables and BIKETYPE

ANNOVA Between Dependent Variables and FLATTIRE
ANNOVA Between Dependent Variables and OWNPUMP
ANNOVA Between Dependent Variables and RESP.TYPE
ANNOVA Between Dependent Variables and GENDER
Benefit Segmentation:

For 2 clusters:

For 3 clusters:
For 4 clusters:

For 5 clusters:
Benefits Segments Relationship to Demographics:

BIKETYPE:
FLATTIRE:
OWNPUMP:
RESP.TYPE:
GENDER: