Sticks Cluster Analysis
.docx
School
Georgia State University**We aren't endorsed by this school
Course
BUSA 3090
Subject
Marketing
Date
Jan 14, 2025
Pages
8
Uploaded by blessed558
Absolutely. Let's delve deeper into the specific percentages for Cluster Segment 0 and draw further insights:Cluster Segment 0:1. Behavioral Attitudes:- Respondents are almost evenly split on the importance of planning things carefully. - Controlled Spending: An impressive 58.47% of respondents strongly disagree with having trouble controlling spending, indicating a disciplined approach to finances.- Local Purchase: They lean towards neutrality (36.63%) to mild agreement (44.55%) on purchasing locally-made products.- Health Considerations: About 44.55% are neutral about the health benefits of the food they consume.2. Demographics:- Gender: Dominated by females.- Age: 44.55% fall into the 41-65 age range, indicating that almost half are middle-aged. The next large group, 36.63%, falls into the 26-40 age range.- Income: 41.58% earn between $50,000 and $100,000, while 34.65% earn under $50,000.- Household: A significant 69.31% come from families, and 28.71% from single households. 3. Eating Habits:- Lunch Outs: 32.35% of the respondents ate out for lunch once in the past week, and 29.41% did so twice.4. Customer vs. Non-Customer:- 58.47% of those surveyed in this cluster are non-customers compared to 41.52% who are current customers.Insights:1. Controlled Spending: With 58.47% showing strong financial discipline, businesses must emphasize value and transparent pricing to appeal to this segment.2. Age-Centric Needs: The dominating age groups (41-65 and 26-40) might have varying needs. The former might seek traditional, comfortable experiences while the latter may be more open to new, trendy offerings.3. Promoting Locality: Given that over 80% are either neutral or slightly agree on the importance of locally made products, promoting local sourcing can resonate with a considerable portion.
4. Income and Offerings: With 76.23% earning $100,000 or less, affordable, value-for-money offerings might appeal more than premium-priced products or services.5. Family-Oriented Marketing: Given that 69.31% are from families, promotional materials can focus on family benefits, group deals, or family-sized offerings.6. Lunch Potential: Over 60% have eaten out for lunch 1-2 times in the past week, suggesting a potential market for mid-week lunch deals.7. Converting Non-Customers: The majority being non-customers suggests untapped potential. Tailored offers or trial periods can be used to convert this group.Recommendations:1. Value Deals: Given the controlled spending habits and income ranges, businesses can introduce value combo deals or discounts for regular purchases.2. Promotions for Middle-aged: Create promotions that cater to the preferences of the middle-aged, maybe integrating themes of nostalgia or comfort.3. Family Packs/Deals: Introduce family packs or deals that provide added value for families.4. Loyalty Programs: To convert the non-customers, introduce loyalty programs or first-time customer discounts.5. Local Sourcing Emphasis: Highlight and market any local sourcing or community partnerships, tapping into the neutral-to-positive sentiment for locally made products.6. Midweek Specials: Given their lunch out habits, consider introducing midweek lunch specials to draw them in.This more detailed breakdown should help in formulating targeted marketing strategies.Certainly, utilizing the percentages can offer more precision. Let’s revise the insights with this approach.Cluster 1 Findings:# 1. Responses:- Planning Nature: About 50% (an approximate average of those who agree or are neutral) emphasize careful planning.
- Spending Habits: Around 50% admit to sometimes overspending.- Preference for Local Products: Approximately 50% favor purchasing locally made products.- Health Conscious: Over 50% consider health benefits when choosing what to eat.# 2. Demographics:- Age Distribution: 44.55% are aged 41-65, followed by 36.63% in the 26-40 age bracket.- Household Income: 41.58% earn between $50,000-$100,000, while 34.65% earn under $50,000.- Household Type: A significant 69.31% are families, and 28.71% are singles.# 3. Eating Habits:- 32.35% buy lunch at restaurants once a week, and 29.41% twice a week.# 4. Customer Type:- There are 58.47% non-customers compared to 41.52% current customers in this cluster.Relevant Insights:1. Marketing & Product Development: Given that approximately 50% are inclined towards local products and health benefits, there's an opportunity for campaigns and products emphasizing local sourcing and health.2. Customer Acquisition: The non-customer ratio stands at 58.47%. Since they share values similar to the 41.52% of current customers, there’s potential to sway a significant portion of this segment.3. Spending Pattern: The nearly 50% who admit difficulty in spending control suggests that deals, loyalty programs, or discounts could incentivize and encourage more controlled, consistent spending.4. Service Offering: About 50% prioritize health when choosing foods. Restaurants or food businesses should consider offering and promoting healthier choices.5. Engagement Programs: With 69.31% being families, family-based promotions or events could be highly effective.6. Lunch Offers: A combined 61.76% (32.35% + 29.41%) buy lunch at restaurants 1-2 times a week. Tailoring lunch promotions for this frequency can be fruitful.In essence, Cluster 1 predominantly leans towards health consciousness, meticulous planning, and local product appreciation. The specific percentages within their habits and preferences offer clear targets for marketing, promotions, and service alterations.Absolutely! Let's integrate the percentages into the analysis for Cluster 2:
Cluster 2 Analysis:# Statement Analysis:1. Planning Habits: With responses mainly being 2 or 3, about 50-70% (estimated average) of the respondents are neutral to slightly agreeable towards careful planning.2. Spending Control: Approximately 27.12% indicate a mild agreement to having occasional trouble controlling their spending.3. Preference for Local Products: About 27.12% lean towards buying local products.4. Dietary Choices: There's a varied distribution, but around 66% give consideration to the health benefits of what they eat, given the responses spread across 2, 3, and 4.# Demographics:1. Age: 39.29% are aged 26-40, and 41.07% are aged 41-65.2. Income: 42.86% earn under $50,000, while 28.57% earn between $50,000-$100,000.3. Family Status: A significant 71.43% belong to families, with 26.79% being singles.4. Gender: Data suggests a slight female dominance in this cluster, but exact percentages are not provided.5. Customer Status: 57.97% are non-customers, while 42.03% are current customers.# Eating Out Behavior:27.12% buy lunch out once a week, 27.12% twice a week, and 28.81% three times a week.# Insights & Findings:1. Spending Patterns: With an average of 50-70% leaning towards careful planning, businesses can consider marketing strategies that appeal to the organized nature of this segment. However, with 27.12% admitting to spending issues, flash sales or discounts can be attractive.2. Local & Healthy: With 27.12% showing preference for local products and approximately 66% being health-conscious, there's potential to market local and healthy options.3. Demographics-Influenced Purchasing: Majority are middle-aged (80.36%), with 71.43% earning under $100,000. Given these demographics, marketing campaigns can prioritize family needs, budget-friendly options, and value for money.4. Potential Market for Eating Out: With 83.05% eating out 1-3 times a week, there's a clear market for lunch deals or family meal options.5. Engagement Opportunity: A larger proportion (57.97%) are non-customers. This presents an opportunity to engage and convert this segment through tailored offers or loyalty programs.By integrating these percentages, businesses can gain a clearer perspective on Cluster 2's preferences and behaviors, aiding in precise targeting and campaign formulation.Of course! Let's integrate the percentages into the summary for a richer context.Cluster Segment 3:
Demographics:1. Gender: While there's a mix of genders, there's a higher representation of females.2. Age: - Majority lie in the age brackets of 41-65 (40%) and 65+ (13%). The remaining are spread across Under 25 (16%) and 26-40 (31%).3. Household Income:- Notable chunk falls within the $50,000-$100,000 income bracket, accounting for 39%. The other respondents are distributed as: Under $50,000 (43%) and $100,000+ (18%).4. Household Type:- Families make up a significant 61% of this cluster, followed by singles at 33%. A minor percentage (6%) fall into the 'Other' category.Behavioral Characteristics:1. Spending and Planning: - A dominant majority show a trend of being meticulous planners.- While responses about spending control vary, a notable number don't have issues with it.2. Purchase Preferences:- Majority exhibit a neutral stance (based on provided data) towards buying local products.- A good portion, exceeding 50%, consider health benefits of their food.3. Frequency of Buying Lunch Out: - Wide distribution: Daily (1%), 6 times a week (5%), 5 times (14%), 4 times (15%), 3 times (21%), 2 times (20%), and once (24%).4. Customer Status: - Non-customers form 39% while current customers are more prevalent at 61%.Insights and Findings:1. Planning & Spending: An overwhelming majority are careful planners, and a notable percentage do not have spending issues.2. Local Purchases & Diet: About half of the segment, if not more, takes health benefits into consideration when choosing food, although they might not be highly inclined towards local products.3. Demographics: The predominant demographic is females aged between 41-65, who fall within the $50,000-$100,000 income bracket and belong predominantly to family households.4. Buying Behavior: Buying lunch out patterns show varied habits with no single behavior being overly dominant.5. Customer Status: The higher percentage of non-customers (39%) than current customers (61%) suggests an untapped market segment.Conclusion for Cluster Segment 3:Segment 3 primarily consists of meticulous planners, mostly females aged 41-65, with 40% falling within this age bracket. Their household income predominantly lies between $50,000-$100,000. The segment's health-conscious nature (with over half considering health benefits)
suggests businesses could cater to this trait with health-focused promotions or products. The substantial percentage of non-customers presents a potential market growth opportunity.Sure, I'll break down the findings for cluster segment 4 based on the provided data, and then summarize insights from each section.Cluster Segment 4 Findings:1. Demographic Breakdown:- Gender: Predominantly female.- Age: - 43.48% are aged 26-40.- 39.13% are aged 41-65.- Household Income: - 43.48% earn between $50,000–$100,000 annually.- 32.61% earn under $50,000.- Household Type:- 60.87% belong to "Family" households.- 34.78% are from "Single" households.2. Attitudinal Insights: (from the initial text)- Moderately neutral to planning.- Controlled spending habits.- Preference for local products.- Health-conscious food choices.3. Behavioral Insights:- Lunch Purchases:- 28.26% buy lunch 2 times a week.- 26.09% buy lunch 3 times a week.- 17.39% buy lunch once a week.4. Customer Status Breakdown:- 71.43% are current customers, while 28.57% are non-customers.Insights:1. Demographics:
- Businesses targeting cluster 4 should note the clear dominance of females in the 26-65 age bracket. With the majority earning between $50,000 to $100,000, the segment seems to be in the mid-range income level, giving some perspective on their spending power.2. Attitudes:- Cluster 4 individuals may not be very impulsive shoppers given their neutral to controlled spending habits. Their preference for local products and health-conscious choices offer an avenue for businesses offering such products.3. Behavior:- There's a frequent trend of buying lunch, especially 1 to 3 times a week. This implies that businesses offering lunch options might find an eager market segment in cluster 4, especially if the lunch options are healthy or locally produced.4. Customer Status:- Given that over 70% of cluster 4 are current customers, there's a strong base of brand loyalty or satisfaction. However, there's still room to convert the remaining ~29% of non-customers. The key to this conversion might lie in understanding their frequency and preferences in lunch purchases and adjusting offerings accordingly.Summary: Cluster Segment 4 predominantly consists of middle-aged females (26-65 years) from family households with a mid-range income. They display controlled spending habits, a preference for local products, and make health-conscious food choices. They also exhibit a trend of buying lunch 1-3 times a week. Over 70% are current customers, presenting an opportunity for businesses to focus on both retention and strategies to convert the remaining non-customers.
Cluster Segment 0 consists mostly of females, with a significant portion aged 41-65 and earning $100,000 or less annually. They show strong financial discipline and a preference for locally-made products. While they dine out moderately (1-2 times weekly), 58.47% are non-customers. Businesses should focus on family-oriented offers, emphasize local sourcing, and introduce midweek lunch specials and loyalty programs to engage and convert non-customers.**Recommendations:**- Emphasize value deals and family packs.- Highlight local sourcing.- Offer midweek lunch specials and loyalty programs.Cluster 1 prioritizes health, planning, and local products, with over 50% valuing these aspects. The majority are aged 41-65, earn $50,000-$100,000, and come from family households. They often dine out for lunch (1-2 times weekly), and 58.47% are non-customers. Businesses can cater to this segment by promoting health-conscious options and local sourcing, targeting non-customers, and introducing family promotions and lunch deals to engage and convert potential customers.Cluster 2 is a diverse group with approximately 50-70% exhibiting careful planning tendencies. However, around 27.12% struggle with spending control, and the same percentage prefer local products. About 66% prioritize health in their dietary choices. Demographically, 39.29% are aged 26-40, and 41.07% are aged 41-65, with 42.86% earning under $50,000 and 28.57% earning $50,000-$100,000. Most (71.43%) belong to family households, and there is a slight female dominance. In terms of customer status, 57.97% are non-customers, while 42.03% are current customers. When it comes to eating out, 83.05% dine out 1-3 times a week.For businesses, it's essential to target the 50-70% of careful planners and consider offering discounts to the 27.12% struggling with spending control. Promoting local and healthy options can resonate with their preferences. Given their frequent dining out habits, exploring lunch deals can be beneficial. Businesses should also focus on family needs and budget-friendly choices, given the demographic makeup. Moreover, converting the 57.97% non-customers through tailored offers or loyalty programs presents a significant opportunity in this segment.Cluster Segment 3 is characterized by meticulous planners, with a majority being females aged 41-65. Around 40% fall into this age bracket, and their household income is typically between $50,000-$100,000. This segment is health-conscious, with over 50% considering health benefits in their food choices. Non-customers make up 39%, offering potential for market growth.Cluster Segment 4 is predominantly composed of middle-aged females, with 43.48% aged 26-40 and 39.13% aged 41-65. They have moderate incomes, with 43.48% earning $50,000-$100,000 annually. Most belong to family households (60.87%). They exhibit controlled spending, prefer local products, and make health-conscious food choices. They often buy lunch (1-3 times a week). Over 70% are current customers, suggesting loyalty, but there's an opportunity to convert the remaining 28.57% non-customers.