Marketing Applications of Cluster Analysis to Durables Market Segmentation

Cluster analysis is unique tool, which can be widely applied on marketing area. Multidimensional statistical methods often find practical use to marketing research area. The primary use of cluster analysis in marketing has been for market segmentation. The paper is attempting at shoving specificity of consumer durables market segmentation. The emphasis is put on application of cluster analysis to consumer durables market and the examples of practical uses of cluster analysis are brought up on bases of the extensive review of the literature. In addition the example of durables market segmentation procedure is described