CFPP ASSIGNMENT - 5

- Aishwarya GVP FT213008

1.
A) From the below table, SIZE is the only significant attribute in the RESP.TYPE demographic
segmentation.

B) From the below table, we can get the ranking of average attributes:
UNDERGRAD
GRAD
OTHERS
SPOUSE

2.

In the below table , the highest value of PSEUDO-F occurs when cluster is 2, hence there are 2 segments

No Of Benefit Segment Pseudo-F

2 23.8036352
3 20.0177079
4 21.7137264
5 19.3455542

3.
A) For benefit Segment 1, it is seen SIZE is important
For the benefit segment 2, price and time are important
 1 2 Renormalized 1 Renormalized 2
Imp price 11.53 30.01 12 34
Imp size 57.13 10.92 58 12
Imp time 15.30 31.33 16 36
Imp ease 14.14 15.60 14 18

total 98.10 87.85

B) Yes, it is seen that multiple products can be introduced based on the results predicted in results (A)
As per my understanding, the products I would like to introduce are :
Product 1- $10 dollar -> Pocket -> 0.5min -> Easy
Product 2 - $10 dollar -> Fannypack -> 0.5min -> Medium

4.

A) Yes, there is statistical significance in the relationship between RESP.TYPE and benefit segment
membership

B) Product 2 will be sold to Graduates (no. of graduates in cluster 2 is more)

Product 1 will be sold to Undergraduate (no. of undergraduates in cluster 1 is more)
Product 2 will be sold to Others (no. of others in cluster 2 is more)