Case: FMCG

An FMCG company desires to segment their potential customers based on their Attitudes and
Perceptions. For this purpose they have conducted a suitable Research. Initially, a preliminary
research was carried out and the variables that could have some impact on Consumer preferences
were identified. These variables were converted into a Questionnaire in the form of statements.
Respondents were asked to provide their responses to each statement on a 5 point Likert scale in
which 1 stood for Strongly Agree and 5 stood for Strongly Disagree. A part of the Questionnaire
is provided below for your ready reference. A data extract is provided in the data file for your
analysis.

Case Questions

Q.1. Identify the number of clusters / segments from the data provided.

Q.2. Determine which respondent belongs to which segment.

Q.3. Identify the variables that distinguish the segments at 90% confidence level.

Q.4. Create segment profiles for each cluster based on their scores on the distinguishing
variables.

Q.5. Label / Name each segment based on their dominant distinguishing characteristics.

Justify your answers.

Questionnaire

1. I prefer email to letters.

2. I feel that quality comes at a price.
3. I think twice before I buy anything.
4. T.V is a major source of entertainment for me & my family.
5. A car is a necessity, not a luxury.
6. I prefer fast food and ready to use products.
7. People are more health conscious today than they were in the earlier generation.
 Case: FMCG

8. Entry of foreign companies has increased the efficiency of Indian Companies.

9. Women are active participants in my purchase decisions.
10. I believe politicians can play a positive role in our lives.
11. I enjoy watching movies in a theatre.
12. If I get a chance I would like to settle abroad.
13. I always buy branded products.
14. I frequently go out on weekends.
15. I prefer to pay by credit card rather than by cash.

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