Open Chipotle.xlsxLinks to an external site. and Chipotle Data Key.docxLinks to an external site., the same files used for the Chipotle assignment. Download this answer sheetLinks to an external site.; all items below in bold should be answered there. For a tutorial on how to perform cluster analysis in Excel, go hereLinks to an external site.. List and classify each variable in the Chipotle dataset as the following (or “none”). : Demographic segmentation Psychographic segmentation Behavioral segmentation Outcome Marketing mix (product, price, place, promotion) Decide on a distinct number of clusters (3 or 4), discussing whether there is a marketing reason for this number of clusters. Open Chipotle.xlsx to run a cluster analysis. Segment the data using the K-means method. Choose whatever variables you think are best for segmentation: demographic, psychographic or behavioral variables. State which you chose and why. Save cluster membership in the data. Check to see the number of people assigned to each cluster. Repeat Steps 4-6 until you have created clusters that you like (each of the clusters should have at least 20 people per cluster). Describe the clusters quantitatively using means (e.g., Cluster 1 the age mean was 34; it was 74% female and income was high at 3.4 on a four point scale). Profile each cluster qualitatively based on the data from Step 8 (e.g., Cluster 1 is “middle-age, wealthy cluster,” etc.) Discuss outcome variable means for each cluster. For example, show the past frequency of Chipotle patronage for each of the clustered segments.
