V2: V3: I

V4: I try to
V1: Shopping combine V5: I don't
get the best
Shopping is bad for shopping care about
buys while
is fun your with eating shopping
shopping
(scale 1-7) budget out (scale (scale 1-7)
(scale 1-7)
(scale 1-7) 1-7)

V1: Shopping is fun

1
(scale 1-7)

V2: Shopping is bad for

.026 1
your budget (scale 1-7)
V3: I combine shopping
.838 -.054 1
with eating out (scale 1-7)
V4: I try to get the best
buys while shopping -.104 .536 -.308 1
(scale 1-7)
V5: I don't care about
-.860 -.125 -.676 -.057 1
shopping (scale 1-7)
V6: You can save lot of
money by
.019 .556 .041 .586 -.243
comparingprices (scale 1-
7)
 V6: You
can save
lot of
money by Descriptive Statistics
comparing
prices
(scale 1-7)

Std.
N Mean Deviation
V1 40 3.8500 1.87494

V2 40 4.1000 1.39229

V3 40 3.9500 1.98649

V4 40 4.1000 1.49872

V5 40 3.4500 1.73870
1
V6 40 4.3500 1.47718
Valid N 40
(listwise)
 Descriptive Statistics
N Mean
Distance of Case from its Classification Cluster 40 2.8867740
Center - 2 cluster
Distance of Case from its Classification Cluster 40 1.9142531 2.50
Center - 3 cluster
Distance of Case from its Classification Cluster 40 1.8018092
Center - 4 cluster
Distance of Case from its Classification Cluster 40 1.5845448 2.00
Center - 5 cluster
Distance of Case from its Classification Cluster 40 1.4271457
Center - 6 cluster
1.50
Distance of Case from its Classification Cluster 40 1.2665329
Center - 7 cluster
Distance of Case from its Classification Cluster 40 1.1787674
Center - 8 cluster 1.00
Distance of Case from its Classification Cluster 40 .9988996
Center - 9 cluster
Distance of Case from its Classification Cluster 40 .9078428 0.50
Center - 10 cluster
1 2 3 4
Valid N (listwise) 40
3 4 5 6 7 8 9
 ANOVA | 2 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 91.267 1 1.206 38 75.668 .000
V2: Shopping is bad for your budget (scale 1-7) 3.267 1 1.904 38 1.716 .198
V3: I combine shopping with eating out (scale 1-7) 101.400 1 1.382 38 73.394 .000
V4: I try to get the best buys while shopping (scale .017 1 2.305 38 .007 .933
1-7)
V5: I don't care about shopping (scale 1-7) 74.817 1 1.134 38 65.989 .000
V6: You can save lot of money by comparingprices 14.017 1 1.871 38 7.493 .009
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 3 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 58.217 2 .559 37 104.227 .000
V2: Shopping is bad for your budget (scale 1-7) 27.092 2 .579 37 46.804 .000
V3: I combine shopping with eating out (scale 1-7) 62.783 2 .766 37 81.988 .000
V4: I try to get the best buys while shopping (scale 31.425 2 .669 37 46.979 .000
1-7)
V5: I don't care about shopping (scale 1-7) 42.117 2 .910 37 46.287 .000
V6: You can save lot of money by comparingprices 24.342 2 .984 37 24.732 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 4 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 40.611 3 .424 36 95.764 .000
V2: Shopping is bad for your budget (scale 1-7) 18.067 3 .594 36 30.393 .000
V3: I combine shopping with eating out (scale 1-7) 42.211 3 .757 36 55.731 .000
V4: I try to get the best buys while shopping (scale 21.622 3 .631 36 34.240 .000
1-7)
V5: I don't care about shopping (scale 1-7) 31.278 3 .669 36 46.787 .000
V6: You can save lot of money by comparingprices 16.900 3 .956 36 17.686 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 5 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 30.608 4 .419 35 73.043 .000
V2: Shopping is bad for your budget (scale 1-7) 14.367 4 .518 35 27.730 .000
V3: I combine shopping with eating out (scale 1-7) 32.725 4 .657 35 49.799 .000
V4: I try to get the best buys while shopping (scale 16.217 4 .650 35 24.967 .000
1-7)
V5: I don't care about shopping (scale 1-7) 23.725 4 .657 35 36.103 .000
V6: You can save lot of money by comparingprices 18.075 4 .366 35 49.424 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 6 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 25.140 5 .335 34 74.979 .000
V2: Shopping is bad for your budget (scale 1-7) 12.573 5 .375 34 33.573 .000
V3: I combine shopping with eating out (scale 1-7) 28.433 5 .345 34 82.392 .000
V4: I try to get the best buys while shopping (scale 13.187 5 .637 34 20.693 .000
1-7)
V5: I don't care about shopping (scale 1-7) 18.993 5 .675 34 28.159 .000
V6: You can save lot of money by comparingprices 14.673 5 .345 34 42.519 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 7 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 21.061 6 .325 33 64.753 .000
V2: Shopping is bad for your budget (scale 1-7) 10.728 6 .340 33 31.515 .000
V3: I combine shopping with eating out (scale 1-7) 24.389 6 .229 33 106.366 .000
V4: I try to get the best buys while shopping (scale 11.989 6 .475 33 25.253 .000
1-7)
V5: I don't care about shopping (scale 1-7) 16.828 6 .513 33 32.794 .000
V6: You can save lot of money by comparingprices 12.672 6 .275 33 46.123 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 8 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 18.338 7 .273 32 67.193 .000
V2: Shopping is bad for your budget (scale 1-7) 9.267 7 .335 32 27.627 .000
V3: I combine shopping with eating out (scale 1-7) 20.976 7 .221 32 94.987 .000
V4: I try to get the best buys while shopping (scale 10.562 7 .427 32 24.730 .000
1-7)
V5: I don't care about shopping (scale 1-7) 14.710 7 .467 32 31.520 .000
V6: You can save lot of money by comparingprices 11.148 7 .221 32 50.480 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 9 cluster
 Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 16.421 8 .185 31 88.787 .000
V2: Shopping is bad for your budget (scale 1-7) 8.546 8 .233 31 36.625 .000
V3: I combine shopping with eating out (scale 1-7) 18.146 8 .282 31 64.411 .000
V4: I try to get the best buys while shopping (scale 9.971 8 .253 31 39.459 .000
1-7)
V5: I don't care about shopping (scale 1-7) 12.996 8 .449 31 28.914 .000
V6: You can save lot of money by comparingprices 9.858 8 .201 31 49.028 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be

ANOVA | 10 cluster
Cluster Error
Mean Mean
Square df Square df F Sig.
V1: Shopping is fun (scale 1-7) 14.598 9 .190 30 76.642 .000
V2: Shopping is bad for your budget (scale 1-7) 7.598 9 .240 30 31.597 .000
V3: I combine shopping with eating out (scale 1-7) 16.163 9 .281 30 57.531 .000
V4: I try to get the best buys while shopping (scale 9.075 9 .198 30 45.920 .000
1-7)
V5: I don't care about shopping (scale 1-7) 12.238 9 .259 30 47.299 .000
V6: You can save lot of money by comparingprices 8.839 9 .185 30 47.800 .000
(scale 1-7)
The F tests should be used only for descriptive purposes because the clusters have been chosen to maximize the
differences among cases in different clusters. The observed significance levels are not corrected for this and thus cannot be
 Number of Clusters Pooled VRC Omega Statistic

2 224.268
3 351.016 -197.2
4 280.601 50.9
5 261.065 40.8
6 282.315 3.2
7 306.804 -34.8
8 296.537 21.0
9 307.224 -11.1
10 306.788

Rel Contri
29.7
Relative Contribution of Basis Variables in Cluster
13.3 Formation
23.4
V6: You can save lot of money by comparingprices (scale 1-7) 7.0
13.4
13.2 V5: I don't care about shopping (scale 1-7) 13.2

7.0 V4: I try to get the best buys while shopping (scale 1-7) 13.4

V3: I combine shopping with eating out (scale 1-7) 23.4

V2: Shopping is bad for your budget (scale 1-7) 13.3

V1: Shopping is fun (scale 1-7) 29.7

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

Cluster

9.7

0 35.0
 Final Cluster Centers
Cluster
1 2 3 Total
V1: Shopping is fun 3.50 1.67 5.75 3.85
(scale 1-7)
V2: Shopping is bad for 5.83 3.00 3.63 4.10
your budget (scale 1-7)
V3: I combine shopping 3.33 1.83 6.00 3.95
with eating out (scale 1-
7)
V4: I try to get the best 6.00 3.50 3.13 4.10
buys while shopping
(scale 1-7)
V5: I don't care about 3.33 5.50 2.00 3.45
shopping (scale 1-7)
V6: You can save lot of 6.00 3.33 3.88 4.35
money by
comparingprices (scale
1-7)

Cluster Number of Case

1 2 3

Mean Mean Mean

Income in $ 30833.33 42500.00 60000.00
how often they visit the 5.50 1.00 3.25
mall (scale 1-7)

Number of Cases in each Cluster

Cluster 1 12.000
2 12.000
3 16.000
Valid 40.000
Missing 0.000
 Final Cluster Centers Ratios
Cluster
1 2 3 Total
V1: Shopping is fun 0.91 0.43 1.49 3.85
(scale 1-7)
V2: Shopping is bad for 1.42 0.73 0.88 4.10
your budget (scale 1-7)
V3: I combine shopping 0.84 0.46 1.52 3.95
with eating out (scale 1-
7)
V4: I try to get the best 1.46 0.85 0.76 4.10 how often t
buys while shopping
5.50
(scale 1-7)
V5: I don't care about 0.97 1.59 0.58 3.45
shopping (scale 1-7)
V6: You can save lot of 1.38 0.77 0.89 4.35
money by
comparingprices (scale
1-7)
Furrther the ratio from 1, more important is the variable
for that segment relative to the population
Cl1 Cl2 Cl3
how often they visit the 5.50 1.00 3.25 Cl1
mall (scale 1-7)
Income in $ ### ### 60000.00
how often they visit the mall (scale 1-7) In
5.50

3.25
30833.33

1.00

Cl1 Cl2 Cl3 Cl1

 Income in $
60000.00

42500.00

30833.33

Cl1 Cl2 Cl3

7.00

6.00 6.00 6.00 6.00

5.75 5.83
5.50

5.00

4.00
3.88
3.63
3.50 3.50
3.33 3.33 3.33
Column B
3.13
3.00 3.00 Column C
Column D

2.00 2.00
1.83
1.67

1.00

0.00