1.2 Analyse the Benetton data (taken from Exercise 4, Chapter 22). Consider only the following variables: awareness, attitude, preference, intention and loyalty towards Benetton.

a Cluster the participants based on the identified variables using hierarchical clustering. Use Ward’s method and squared Euclidean distances. How many clusters do you recommend and why?

b Cluster the participants based on the identified variables using k-means clustering and the number of clusters identified in part

a. Compare the results to those obtained in part a.