CPA: Consumers' Preferences Analysis

Description

This methodology is oriented towards consumers' preferences; here, consumers are pictured according only to their preferences. In this manner, the distance between two consumers is very natural and easy to interpret, and a clustering of the consumers is also very easy to obtain using a classic hierarchical clustering procedure performed on Euclidian distances with the Ward's minimum variance criterion. The originality of the representation is that the characteristics of the products are also superimposed to the former picture.

Results
Individual Factor Map		Variables Factor Map		Consumers' preferences