Description
Case Study: Segmentation at Sticks Kebab Shop (Venkatesan)
o Students must read and analyze the case and available information. Then,
respond to the case questions with an analytical approach. § Perform your own cluster analysis using the scaled survey questions (1-4
agreement level questions); do not use any other descriptive or
demographic variables of the survey respondent; additionally, do not use
the customer status! (e.g., current consumer vs. non-current consumer) § Which survey questions might help you identify informative segments? § Profile the clusters you have found. How well do they predict a
preference for Sticks? In other words, who wants Sticks, and why? § Finally, using the chart of possible locations given in table 2.8, where do
you think the new location should be? § How would you present your analysis to Sticks management, and
what marketing strategy would your recommend? § This needs to be in memo format.
2 attachmentsSlide 1 of 2attachment_1attachment_1attachment_2attachment_2
Explanation & Answer:
2 pages
Tags:
Memo by using R
Segmentation at Sticks Kebab Shop
scaled survey questions
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