The end result of using cluster analysis is to create a suitable market segmentation structure that can used to support the selection of attractive target markets.
This general process is shown in the diagram, with cluster analysis simply being a potential tool in the market segmentation process.
That is why some of the theoretical and practical aspects of creating market segments are included in a website primarily focused upon cluster analysis and data conversion.
Therefore, under the menu structure of market segments, you may find it helpful to review:
- How to create market segments from cluster analysis
- Segment profiles
- The difference between market segmentation and cluster analysis
- Segmentation maps
- The criteria for effective segmentation