Marketing analysis

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  1. Use k-means methodology, form three (3) clusters for Connecticut zip Codes based on the income distribution of the household.For each Zip Code, use the percentage of tax filings (number of filings /total filings) in each “Adjusted Gross Income” category.Repeat the above analysis for the state ofAlabamaand compare the two states’ clusters (cluster centers)(50 points).

 

  1. Consider the following survey of two car brands:
Brand Body Type Price Rating
Toyota Sedan 25000 7
Toyota Sedan 30000 6
Toyota SUV 25000 6
Toyota SUV 30000 4
VW Sedan 25000 9
VW Sedan 30000 8
VW SUV 25000 9
VW SUV 30000 7

 

 

Perform the following analysis:

  • Tradeoff between pricefor Toyota-SUV and VW-SUV
  • Market share forecast for:
    1. Toyota-Sedan-25000
    2. Toyota-SUV- 25000
    3. VW-Sedan- 25000
    4. VW-SUV- 25000
  • Attribute importance

(50 points)

 

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