A marketing agency recently conducted a market research study in a foreign market to determine consumers' perception of different mass-market cars. From this research, the company put together the following perceptual map: The company also conducted an analysis to understand consumers' preference for different product attributes. The attributes examined were safety, affordability, and sporty/family. Higher numbers indicate stronger preferences for the specific product attribute (e.g., Cluster 3 exhibits stronger preference for affordability relative to the other clusters, Cluster 2 really values family cars). The company then conducted a cluster analysis to group consumers into different segments based on their preferences for the different product attributes. The company identified 3 clusters.

Clusters' profiles Avg. Age Income Female Cluster 1 39 E 40K 53% Cluster 2 53 E 55K 18% Cluster 3 40 E 63K 65%