A Market Research project

illustrating Cluster Analysis

VAIBHAV M (22)
AAKASH MULCHANDANI (28)
VINIT PAREKH ()
SHREYA MUKHERJEE (137)
ABID MUSHKI(138)
DISHA NANGIA (139)
RESEARCH OBJECTIVE

To
understand and analyse
the lifestyle and attitude
of young corporate
executives towards fashion
which would help in
determining factors important
to different types of shoppers
Methodology

Research Design: Purpose is to gain consumer insights of young corporate executives

towards fashion.
Research Approach : Questionnaire
Sampling Method: Questionnaire to be filled only by young corporate Executives.
Sample size was 38
Data Collection Method: Primary
Treatment of data Collected: Qualitative
Objective of Research : Exploratory
 Why Cluster Analysis?

Cluster Analysis would help discover distinct groups in

Customer bases and consequently use this knowledge
to develop targeted marketing programs.
Clustering is an undirected data mining technique. This
means it can be used to identify hidden patterns and
structures in the data without formulating a specific
hypothesis.
Clustering is a powerful technique to explore patterns
structures within data and has wide applications is
business analytics
 ANALYSIS
Since at 36th stage the difference is getting doubled the
number of clusters getting formed is 2.

ORIGINAL AGGLOMERATION CALCULATED DIFFERENCE

SCHEDULE AGGLOMERATION SCHEDULE
ANALYSIS

DENDOGRAM
 K-Means Cluster Analysis:

Initial Cluster Centers

Final Cluster Centers
Cluster
Cluster
1 2
1 2
p_Iusuallyhaveoneormoreoutfitslateststyle 1.00 2.00
p_Iusuallyhaveoneormoreoutfitslateststyle 1.25 2.56
p_Wearingbrandedclothesmakemefeelmoreattractive 7.00 1.00
p_Wearingbrandedclothesmakemefeelmoreattractive 4.75 3.29
p_prefbrandedovernonregardlesshighprice 7.00 2.00
p_prefbrandedovernonregardlesshighprice 4.75 3.35
p_Animportantpartofmylifeandactivityisdressingsmartly
5.00 3.00 p_Animportantpartofmylifeandactivityisdressingsmartly 3.75 2.18
p_WhenImustchoosebetweenthetwoIusuallydressforfashion 6.50 4.09
p_WhenImustchoosebetweenthetwoIusuallydressforfashion 7.00 1.00
p_Ikeepmyselfupdatedwiththelatestfashiontrends 3.00 3.12
p_Ikeepmyselfupdatedwiththelatestfashiontrends 1.00 2.00
p_Igetinfluencedbymyfamilyandfriendsforchoiceofbrands 6.00 3.53
p_Igetinfluencedbymyfamilyandfriendsforchoiceofbrands 7.00 3.00

p_Iamnotafraidtowearsomethingnewanduniquefashionlooks p_Iamnotafraidtowearsomethingnewanduniquefashionlooks 2.00 3.38

1.00 2.00
p_Ifeelpressurizedbylatestfashiontotrynewbrands 6.50 4.97
p_Ifeelpressurizedbylatestfashiontotrynewbrands 7.00 1.00
p_Iamconfidentofmyowngoodtasteinclothing 3.75 2.12
p_Iamconfidentofmyowngoodtasteinclothing 7.00 2.00
p_Idontcareaboutfashion 5.50 4.21
p_Idontcareaboutfashion 7.00 1.00
p_Iamthefirsttotrynewfashionsthereforemanypeopleregardme 4.00 4.76
p_Iamthefirsttotrynewfashionsthereforemanypeopleregardme 1.00 3.00
p_Iprefercustommadeclothesthanreadilystitchedclothes 3.50 4.06
p_Iprefercustommadeclothesthanreadilystitchedclothes 1.00 2.00
p_IamnotasconcernedaboutfashionasIamaboutmodestpricing 5.00 3.65
p_IamnotasconcernedaboutfashionasIamaboutmodestpricing 7.00 1.00 p_IfeelgoodwhenIbuysomethingnew 2.00 1.82
p_IfeelgoodwhenIbuysomethingnew 1.00 2.00 p_Myfriendsregardsmeasagoodsourceonfashionadvice 2.75 3.38
p_Myfriendsregardsmeasagoodsourceonfashionadvice 1.00 1.00
 RESULTS

Majority of people prefer comfort over fashion

Majority of people are price sensitive, trendy and are not brand loyal
Majority of people do not get influenced by others
Majority of people believe in dressing smartly
Thank You

Queries ?