Table A1 Characterization by continuous...

Table A1

Characterization by continuous variables of clusters of cut “a” of the tree e into 7 clusters

Characteristic variables	Cluster mean	Overall mean	Cluster Std. deviation	Overall Std. deviation	Test-value	Probability
Cluster 1/7 (Weight = 47.00 Count = 47)
Price policy	0.108	−0.374	0.354	0.681	5.53	0.000
Product policy	0.122	−0.153	0.290	0.721	2.96	0.002
Distribution policy	−0.170	−0.390	0.361	0.700	2.45	0.007
Analysis of customers	0.040	−0.057	0.323	0.707	1.07	0.143
Customer segmentation	0.005	−0.038	0.359	0.742	0.45	0.325
Communication policy	−0.172	0.007	0.363	0.766	−1.82	0.035
Analysis of competitors	−0.043	0.229	0.335	0.702	−3.01	0.001
Brand positioning	−0.110	0.329	0.319	0.709	−4.83	0.000
Cluster 2/7 (Weight = 30.00 Count = 30)
Communication policy	0.715	0.007	0.469	0.766	5.47	0.000
Product policy	0.122	−0.153	0.712	0.721	2.25	0.012
Distribution policy	−0.136	−0.390	0.854	0.700	2.15	0.016
Price policy	−0.450	−0.374	0.656	0.681	−0.66	0.255
Brand positioning	0.229	0.329	0.741	0.709	−0.83	0.203
Analysis of customers	−0.181	−0.057	0.743	0.707	−1.03	0.151
Customer segmentation	−0.588	−0.038	0.596	0.742	−4.38	0.000
Analysis of competitors	−0.496	0.229	0.509	0.702	−6.10	0.000
Cluster 3/7 (Weight = 22.00 Count = 22)
Product policy	0.888	−0.153	0.271	0.721	7.15	0.000
Analysis of competitors	0.813	0.229	0.371	0.702	4.12	0.000
Analysis of customers	0.417	−0.057	0.676	0.707	3.32	0.000
Communication policy	0.185	0.007	0.763	0.766	1.15	0.125
Brand positioning	0.471	0.329	0.639	0.709	0.99	0.161
Customer segmentation	0.058	−0.038	0.803	0.742	0.64	0.262
Price policy	−0.509	−0.374	0.679	0.681	−0.98	0.163
Distribution policy	−0.949	−0.390	0.231	0.700	−3.96	0.000
Cluster 4/7 (Weight = 38.00 Count = 38)
Distribution policy	0.169	−0.390	0.736	0.700	5.43	0.000
Customer segmentation	0.495	−0.038	0.566	0.742	4.90	0.000
Communication policy	0.464	0.007	0.744	0.766	4.07	0.000
Brand positioning	0.684	0.329	0.624	0.709	3.41	0.000
Analysis of competitors	0.579	0.229	0.540	0.702	3.40	0.000
Analysis of customers	0.261	−0.057	0.722	0.707	3.07	0.001
Product policy	−0.463	−0.153	0.588	0.721	−2.93	0.002
Price policy	−0.937	−0.374	0.166	0.681	−5.64	0.000
Cluster 5/7 (Weight = 12.00 Count = 12)
Analysis of competitors	0.798	0.229	0.554	0.702	2.89	0.002
Product policy	−0.373	−0.153	0.895	0.721	−1.09	0.139
Customer segmentation	−0.428	−0.038	0.826	0.742	−1.87	0.031
Price policy	−0.769	−0.374	0.516	0.681	−2.07	0.019
Distribution policy	−1,000	−0.390	0.000	0.700	−3.10	0.001
Communication policy	−0.722	0.007	0.636	0.766	−3.39	0.000
Analysis of customers	−1,000	−0.057	0.000	0.707	−4.75	0.000
Brand positioning	−0.952	0.329	0.158	0.709	−6.44	0.000
Cluster 6/7 (Weight = 27.00 Count = 27)
Price policy	0.166	−0.374	0.656	0.681	4.41	0.000
Customer segmentation	0.512	−0.038	0.545	0.742	4.12	0.000
Analysis of competitors	0.583	0.229	0.562	0.702	2.81	0.003
Brand positioning	0.603	0.329	0.569	0.709	2.15	0.016
Analysis customers	0.010	−0.057	0.658	0.707	0.53	0.298
Distribution policy	−0.689	−0.390	0.576	0.700	−2.38	0.009
Product policy	−0.485	−0.153	0.490	0.721	−2.57	0.005
Communication policy	−0.572	0.007	0.513	0.766	−4.21	0.000
Cluster 7/7 (Weight = 29.00 Count = 29)
Brand positioning	0.846	0.329	0.410	0.709	4.23	0.000
Price policy	−0.578	−0.374	0.734	0.681	−1.73	0.042
Analysis of competitors	−0.049	0.229	0.847	0.702	−2.30	0.011
Communication policy	−0.331	0.007	0.779	0.766	−2.56	0.005
Distribution policy	−0.786	−0.390	0.505	0.700	−3.28	0.001
Analysis of customers	−0.535	−0.057	0.653	0.707	−3.92	0.000
Customer segmentation	−0.661	−0.038	0.646	0.742	−4.87	0.000
Product policy	−0.865	−0.153	0.419	0.721	−5.72	0.000

Characteristic variables	Cluster mean	Overall mean	Cluster Std. deviation	Overall Std. deviation	Test-value	Probability
Cluster 1/7 (Weight = 47.00 Count = 47)
Price policy	0.108	−0.374	0.354	0.681	5.53	0.000
Product policy	0.122	−0.153	0.290	0.721	2.96	0.002
Distribution policy	−0.170	−0.390	0.361	0.700	2.45	0.007
Analysis of customers	0.040	−0.057	0.323	0.707	1.07	0.143
Customer segmentation	0.005	−0.038	0.359	0.742	0.45	0.325
Communication policy	−0.172	0.007	0.363	0.766	−1.82	0.035
Analysis of competitors	−0.043	0.229	0.335	0.702	−3.01	0.001
Brand positioning	−0.110	0.329	0.319	0.709	−4.83	0.000
Cluster 2/7 (Weight = 30.00 Count = 30)
Communication policy	0.715	0.007	0.469	0.766	5.47	0.000
Product policy	0.122	−0.153	0.712	0.721	2.25	0.012
Distribution policy	−0.136	−0.390	0.854	0.700	2.15	0.016
Price policy	−0.450	−0.374	0.656	0.681	−0.66	0.255
Brand positioning	0.229	0.329	0.741	0.709	−0.83	0.203
Analysis of customers	−0.181	−0.057	0.743	0.707	−1.03	0.151
Customer segmentation	−0.588	−0.038	0.596	0.742	−4.38	0.000
Analysis of competitors	−0.496	0.229	0.509	0.702	−6.10	0.000
Cluster 3/7 (Weight = 22.00 Count = 22)
Product policy	0.888	−0.153	0.271	0.721	7.15	0.000
Analysis of competitors	0.813	0.229	0.371	0.702	4.12	0.000
Analysis of customers	0.417	−0.057	0.676	0.707	3.32	0.000
Communication policy	0.185	0.007	0.763	0.766	1.15	0.125
Brand positioning	0.471	0.329	0.639	0.709	0.99	0.161
Customer segmentation	0.058	−0.038	0.803	0.742	0.64	0.262
Price policy	−0.509	−0.374	0.679	0.681	−0.98	0.163
Distribution policy	−0.949	−0.390	0.231	0.700	−3.96	0.000
Cluster 4/7 (Weight = 38.00 Count = 38)
Distribution policy	0.169	−0.390	0.736	0.700	5.43	0.000
Customer segmentation	0.495	−0.038	0.566	0.742	4.90	0.000
Communication policy	0.464	0.007	0.744	0.766	4.07	0.000
Brand positioning	0.684	0.329	0.624	0.709	3.41	0.000
Analysis of competitors	0.579	0.229	0.540	0.702	3.40	0.000
Analysis of customers	0.261	−0.057	0.722	0.707	3.07	0.001
Product policy	−0.463	−0.153	0.588	0.721	−2.93	0.002
Price policy	−0.937	−0.374	0.166	0.681	−5.64	0.000
Cluster 5/7 (Weight = 12.00 Count = 12)
Analysis of competitors	0.798	0.229	0.554	0.702	2.89	0.002
Product policy	−0.373	−0.153	0.895	0.721	−1.09	0.139
Customer segmentation	−0.428	−0.038	0.826	0.742	−1.87	0.031
Price policy	−0.769	−0.374	0.516	0.681	−2.07	0.019
Distribution policy	−1,000	−0.390	0.000	0.700	−3.10	0.001
Communication policy	−0.722	0.007	0.636	0.766	−3.39	0.000
Analysis of customers	−1,000	−0.057	0.000	0.707	−4.75	0.000
Brand positioning	−0.952	0.329	0.158	0.709	−6.44	0.000
Cluster 6/7 (Weight = 27.00 Count = 27)
Price policy	0.166	−0.374	0.656	0.681	4.41	0.000
Customer segmentation	0.512	−0.038	0.545	0.742	4.12	0.000
Analysis of competitors	0.583	0.229	0.562	0.702	2.81	0.003
Brand positioning	0.603	0.329	0.569	0.709	2.15	0.016
Analysis customers	0.010	−0.057	0.658	0.707	0.53	0.298
Distribution policy	−0.689	−0.390	0.576	0.700	−2.38	0.009
Product policy	−0.485	−0.153	0.490	0.721	−2.57	0.005
Communication policy	−0.572	0.007	0.513	0.766	−4.21	0.000
Cluster 7/7 (Weight = 29.00 Count = 29)
Brand positioning	0.846	0.329	0.410	0.709	4.23	0.000
Price policy	−0.578	−0.374	0.734	0.681	−1.73	0.042
Analysis of competitors	−0.049	0.229	0.847	0.702	−2.30	0.011
Communication policy	−0.331	0.007	0.779	0.766	−2.56	0.005
Distribution policy	−0.786	−0.390	0.505	0.700	−3.28	0.001
Analysis of customers	−0.535	−0.057	0.653	0.707	−3.92	0.000
Customer segmentation	−0.661	−0.038	0.646	0.742	−4.87	0.000
Product policy	−0.865	−0.153	0.419	0.721	−5.72	0.000

Source(s): Table by authors

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