Consumer Segementation

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    Through a survey, I collected consumers’ attitude on various product attributes in a 5 point scale of ” Very important, Important, Unimportant, Very unimportant and Do not know”. Assuming that the distance between these points being similar, I am using hierarchical and K-means cluster analysis. Can anyone please suggest, is there any other more relevant segmentation techniques (both within or outside cluster analysis) to best interpret the data. Thank you.



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