Question
Topic: Customer Behavior
Multi-domain Segmentation
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Let's say we have consumer survey data for an FMCG Brand, and we have details for following Domain (each domain will have 20 questions)
1) Demographic
2) Usage
3) Attitude
4) Loyalty
5) Lifestyle
While it is easy to do a segmentation based on only one of the domain (using k-means/two step cluster analysis). how to do a multi domain segmentation using all above mentioned domains? what statistical methodologies should be used to perform the same and what should be the sequence?
Many Thanks