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This table shows that an important grouping is missed in the three-cluster
solution.
Members of clusters 1 and 2 are largely drawn from
cluster 3 in the three-cluster solution, and they are unlikely to
be big spenders.
However, members of cluster 1 are
highly likely to purchase Internet-related services, which establishes
them as a distinct and possibly profitable group.
Clusters 3 and 4 seem to correspond to clusters 1 and 2 from the three-cluster solution. |
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Final Cluster Centers |