Description of each cluster by quantitative variables for the principal component analysis for 2017–2019.
|Variables (PCA 2017–2019)||v test||Mean in category||Overall mean||SD in category||Overall SD||p value|
|Cluster 1 (Deluxe Products)|
|Amount spent per purchasing act||5.34||0.14||0.63||0.17||0.31||9.35E–02|
|Cluster 2 (Fresh Shellfish)|
|Quantities purchased per purchasing act||6.86||1.85||0.47||0.28||0.35||7.01E–06|
|Amount spent per purchasing act||2.35||10.47||6.27||3.00||3.13||1.85E+04|
|Ratio sold in Generalised Dist. Channels||–2.26||0.61||0.82||0.14||0.17||2.40E+04|
|Cluster 3 (Budget Products)|
|Number of purchasing act (in million)||–2.23||0.68||1.62||0.46||2.47||2.56E+04|
|Ratio sold in Generalised Dist. Channels||–5.56||0.07||0.08||0.01||0.02||2.74E–02|
|Cluster 4 (Casual Delight Products)|
|Ratio sold in Generalised Dist. Channels||5.34||0.10||0.08||0.00||0.02||9.31E–02|
|Variance of market penetration||–2.07||0.25||1.23||0.41||2.94||3.88E+04|
|Number of purchasing act (in million)||–2.55||0.61||1.62||0.57||2.47||1.08E+04|
|Quantities purchased per purchasing act||–3.83||0.03||0.05||0.01||0.04||1.26E+02|
|Amount spent per purchasing act||–4.39||0.41||0.63||0.13||0.31||1.14E+01|
|Cluster 5 (Daily Products)|
|Number of purchasing act (in million)||4.46||4.68||1.62||1.72||2.47||8.27E+00|
|Variance of market penetration||2.44||3.23||1.23||1.40||2.94||1.47E+04|
|Cluster 6 (Must-have Products)|
|Variance of market penetration||7.22||16.11||1.23||3.72||2.94||5.06E–07|
|Number of purchasing act (in million)||5.62||11.35||1.62||3.72||2.47||1.96E–02|
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