Cluster 1

V1 V2 V3 V4 V5 V6
6 4 7 3 2 3 1
7 2 6 4 1 3 1
6 4 6 3 3 4 1
5 3 6 3 3 4 1
7 3 7 4 1 4 1
5 4 5 4 2 4 1
6 5 4 2 1 4 1
4 4 7 2 2 5 1
Avg 5.75 3.625 6 3.125 1.875 3.875 1

Cluster Centroids
Variables
Clusters V1 V2 V3 V4 V5 V6 Cluster Name
1 5.75 3.63 6.00 3.13 1.88 3.88 Fun shoppers
2 1.67 3.00 1.83 3.50 5.50 3.33 Apathetic shoppers
3 3.50 5.83 3.33 6.00 3.50 6.00 Budget Shopper
 Cluster 2 Cluster 3
V1 V2 V3 V4 V5 V6 V1
2 3 1 4 5 4 4
1 3 2 2 6 4 3
2 4 3 3 6 3 4
1 3 2 3 5 3 3
2 2 1 5 4 4 3
2 3 2 4 7 2 4
1.666667 3 1.833333 3.5 5.5 3.333333 3.5

V1 Shopping is fun
Cluster characterstics V2 Shopping is bad for your budget
Age Gender V3 I combine shopping with eating out
Mostly 15-25 Mostly Female V4 I try to get best buys when shopping
Mostly 15-25 Mostly Male V5 I don't care about shopping
Mostly 35-45 Both Male and FemalV6 You can save a lot of money by comapring prices
V2 V3 V4 V5 V6
6 4 5 3 6
5 3 6 4 6
6 4 6 4 7
5 4 6 4 7
7 2 6 4 3
6 3 7 2 7
5.833333 3.333333 6 3.5 6