Initial Cluster Centers
Cluster
1 2
Gender 2 2
Do you prefer buying FMCG
1 1
products ?
How frequently do you
purchase [ specific FMCG
3 1
products like personal care,
beverages]
Do you always buy branded
2 1
products ?
Would you switch your
brand due to a promotional 3 3
offer with another brand ?
What are the reasons you
2 1
would switch brands ?
Which category of packed
FMCG products do you 4 2
prefer
Why would you buy packed
3 1
food over loose items
Price:Quality comes at a
1 5
price.
Quality :The quality of a
product is more important 4 5
than its price
Packaging:Packaging
design influences my buying 4 1
decision
I prefer eco-friendly
1 5
packaging
Brand :I believe the brand
name is an indicator of 3 5
product quality ?
Promotion:Promotional
schemes are a key factor in 3 1
my purchase decisions ?
Media & Influences: Which
media influences your brand 4 3
preference the most?
Who influences your
1 4
preference for brands?
Agglomeration Schedule
Cluster Combined Stage Cluster First Appears
Stage Cluster 1 Cluster 2 Coefficients Cluster 1 Cluster 2 Next Stage
1 17 53 3.000 0 0 4
2 13 16 5.000 0 0 11
3 9 15 5.000 0 0 15
4 17 47 5.500 1 0 37
5 59 60 6.000 0 0 16
6 42 45 6.000 0 0 18
7 25 58 7.000 0 0 24
8 32 55 7.000 0 0 27
9 12 21 7.000 0 0 22
10 5 18 7.000 0 0 30
11 13 48 7.500 2 0 26
12 2 11 8.000 0 0 42
13 20 62 9.000 0 0 26
14 36 39 9.000 0 0 23
15 9 56 9.500 3 0 24
16 1 59 10.000 0 5 28
17 46 57 10.000 0 0 31
18 3 42 10.000 0 6 35
19 29 38 10.000 0 0 46
20 14 35 10.000 0 0 35
21 8 31 10.000 0 0 37
22 12 43 10.500 9 0 39
23 4 36 10.500 0 14 38
24 9 25 10.833 15 7 41
25 51 61 11.000 0 0 36
26 13 20 11.167 11 13 32
27 7 32 11.500 0 8 32
28 1 41 12.000 16 0 34
29 19 40 12.000 0 0 34
30 5 50 12.500 10 0 33
31 33 46 13.000 0 17 36
32 7 13 14.400 27 26 49
33 5 37 14.667 30 0 40
34 1 19 15.000 28 29 44
35 3 14 15.333 18 20 39
36 33 51 15.500 31 25 42
37 8 17 15.667 21 4 44
38 4 27 16.333 23 0 48
39 3 12 16.933 35 22 47
40 5 10 17.000 33 0 45
41 9 23 17.400 24 0 46
42 2 33 18.000 12 36 49
43 6 28 19.000 0 0 48
44 1 8 19.933 34 37 50
45 5 44 20.000 40 0 54
46 9 29 20.000 41 19 56
47 3 22 20.750 39 0 50
48 4 6 21.500 38 43 55
49 2 7 22.857 42 32 51
50 1 3 24.121 44 47 51
51 1 2 25.840 50 49 54
52 49 54 26.000 0 0 57
53 26 34 26.000 0 0 57
54 1 5 28.390 51 45 55
55 1 4 29.577 54 48 56
56 1 9 32.114 55 46 58
57 26 49 36.000 53 52 58
58 1 26 46.327 56 57 0
