A.A database consists of data on market segment and customer spend. In column 55 of the database, the segmentation variable was coded as 1 -> segment A, 2 -> segment B and 3-> segment C. In column 37, the spend variable was coded as the dollar value spent by each customer. On the assumption that a customer can only be in one segment within the database, what statistical test would you use to determine if there are significant difference between the segments on customer spending. Give reasons for your answer [9 Marks]

B.Comparethetechniquesofclusteranalysisandfactoranalysisforconducting market segmentation.

[10 Marks]

C.Develop a scale of at least 3 items for measuring brand loyalty [6 Marks]