Cluster analysis problems

1. Enchante is a jewellery designer who wishes to know if the population of young

teenage girls aged 13-19 can be divided into smaller groups who might be looking at
jewellery very differently.
The following six questions were given to a group of 10 girls to understand what
jewellery meant to them. The questionnaire was on a five-point Likert scale ranging
from 1 = strongly agree to 5 = strongly disagree

X1 = I like to wear jewellery that glitters

X2 = my jewellery should match my dress

X3 = I want everyone to admire my jewellery

X4 = I take my friends with me when I go jewellery shopping

X5 = Beautiful jewellery adds to a girl’s beauty.

Conduct the cluster analysis.

Respondent X1 X2 X3 X4 X5
No.
1 1 3 5 4 3
2 2 3 4 5 2
3 3 2 3 3 3
4 5 5 1 1 4
5 4 4 2 2 3
6 2 2 4 4 2
7 3 3 4 4 3
8 2 1 3 3 2
9 4 4 2 2 3
10 5 4 1 1 3

2. A study was conducted to assess the purchase behaviour of 40 housewives with

reference to the milk supplement that they bought for their family. Data was also
collected about their family size and children above 18(ch>18)and below 18 (ch<18).
The purchase was related to different available brands
Bo = Bourmita, Mi = Milo, Co = Complan, Ho = Horlicks, Pr = Protenix, Zc = Zandu
Chyawanprash, Dr = Dabur Red chyawanprash, Db = Dabur Blue Chyawanaprash, Bc
Baidyanath Chyawanprash which is shown in the below table. If the brand was
purchased she was to put a yes against the brand name. Every “yes” was assigned a
value of 1 and ‘no’ as zero. While entering the data.( Data attached Excel file)
3. A study was conducted on 200 two wheeler owners in the National Capital Region
(NCR) to assess their purchase intention for the small car Nao from Tata Motors. The
questions used for the analysis along with the data for 25 customers are presented
in the code book given below.