Consumer segmentation using cluster analysis on consumer brand association scores Sinha Nidhi1, Senior Lecturer, Ahuja Vandana2, Dr., Medury Y.3, Dr, Chief Operating Officer 1Jaypee Institute of Information Technology, Noida., E Mail: nidhi.sinha@jiit.ac.in 2Visiting FacultyJaypee Institute of Information Technology, Noida., E Mail: vandana.ahuja@jiit.ac.in 3Jaypee Education System. ABSTRACT Consumers need to be able to relate a product or specific brand to the organization behind it. This can be achieved through appropriate brand management. The objective of this paper, hence, is to identify the gap between the consumer’s ability to relate the product brand with the corporate brand identity and further develop a premise for consumer profiling for better marketing resource utilization. A study was conducted by using a pool of a set ofproduct brands, as a research instrument, where consumers were asked to group the brands on the basis of the corporate producing them. The results were further used to create consumer clusters for segmentation to aid purposeful consumer targeting. The results of the study indicated that a sizeable volume of the sample population was not able to classify products accurately. The study further went on to calculate a Brand Association score on the basis of the performance of the respective corporate brands and divide consumers into respective clusters for targeting. Sizeable investments are being made to develop corporate brand images, individual products seem to lose out when consumers fail to link the individual products and the corporate brand images. This is where we hope to position our research. Top Key words- Brand Association, Brand Identity, Brand Management, Segmentation, Consumer Perception.. Top |