Multivariate exploration of the questionnaire and typology of the surveyed people The results are provided by the EnQuireR package November 4, 2009
Contents 1 Quick overview of the questionnaire
3
2 Multivariate exploration of the questionnaire 2.1 Graphical representations of the questionnaire . . 2.2 Highlights on the two principal axes of variability 2.2.1 First axis . . . . . . . . . . . . . . . . . . 2.2.2 Second axis . . . . . . . . . . . . . . . . .
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3 Typology on the individuals 3.1 Choice of the number of clusters . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3.2 Simultaneous comparison of the clusters with respect with the most relevant variables 3.2.1 Number of individuals by cluster for the variable price . . . . . . . . . . . 3.2.2 Number of individuals by cluster for the variable location.of.purchase . . . 3.2.3 Number of individuals by cluster for the variable shape . . . . . . . . . . . 3.2.4 Number of individuals by cluster for the variable after.lunch . . . . . . . . 3.2.5 Number of individuals by cluster for the variable after.dinner . . . . . . . . 3.2.6 Number of individuals by cluster for the variable tea.type . . . . . . . . . . 3.2.7 Number of individuals by cluster for the variable tea.house . . . . . . . . . 3.2.8 Number of individuals by cluster for the variable friends . . . . . . . . . . 3.2.9 Number of individuals by cluster for the variable how . . . . . . . . . . . . 3.2.10 Number of individuals by cluster for the variable pub . . . . . . . . . . . . 3.3 Automatic description of each cluster . . . . . . . . . . . . . . . . . . . . . . . . . .
4 4 5 5 7 11 11 13 13 14 15 16 17 18 19 20 21 22 23
List of Figures 1 2 3 4 5 6 7 8 9 10 11 12 13 14
Representations of the individuals and of the categories on axes 1 and 2 . . . . . . Representation of the individuals using density curves and enhanced representation of the categories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Number of clusters chosen by the analyst; representation of the individuals according to their cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curves . . . . . . . . . . . . . . . . . . . . . . . . . Number of individuals per cluster . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable price . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable location.of.purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable shape . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable after.lunch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable after.dinner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable tea.type . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable tea.house . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable friends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Variable how . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
4 4 11 12 12 13 14 15 16 17 18 19 20 21
15
Variable pub . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
22
1
Quick overview of the questionnaire
The analysis was performed on 300 individuals described by 18 variables: •
breakfast ( breakfast , no breakfast )
•
afternoon.tea ( afternoon tea , no afternoon tea )
•
evening ( evening , no evening )
•
after.lunch ( after lunch , no after lunch )
•
after.dinner ( after dinner , no after dinner )
•
anytime ( anytime , no anytime )
•
home ( home , no home )
•
work ( no work , work )
•
tea.house ( no tea house , tea house )
•
friends ( friends , no friends )
•
restaurant ( no restaurant , restaurant )
•
pub ( no pub , pub )
•
tea.type ( black , green , perfumed )
•
how ( lemon , milk , other , pure )
•
sugar ( no sugar , sugar )
•
shape ( bulk , tea bag , tea bag+bulk )
•
location.of.purchase ( large-scale retail stores , large-scale retail stores+specialized sho specialized shop )
•
price ( downmarket-p , scale-p , variable-p )
famous-brand-p ,
Moreover, the dataset contained 0% of missing values.
3
supermarket-p ,
unknown-p ,
up-
2
Multivariate exploration of the questionnaire
2.1
Graphical representations of the questionnaire
The following results are obtained by performing a Multiple Correspondence Analysis (MCA) on the previous 18 variables. This method provides two important graphical displays, a representation of the individuals (surveyed people) and a representation of the categories (answers given by the surveyed people). The first two main axes of variability explain 17.99% of the information contained in the dataset (9.88% for the first factorial axis and 8.1% for the second one). In some cases the analyst may want to introduce supplementary quantitative variables.
MCA factor map
MCA factor map
2
specialized shop
220 ●
297 248
272 ● ● ● 299 ● 261● 16 ● 287 66 206 94 10 ● ● 171 ● 191 ● 62 ● ● 271 277 203 288 ●● ● 15381 209 ●159 148 52 ● 50 35 ● 110 17 120 ● 224 ● ● 15 ● ● ● 54 ● ● ● 278 240 ● 9 25 ● 196 113 ● 217 ● ● ● 269 238173 ● 149 207 1617940 ●241 ● 205 59 ● ●24 266 ●● ●● ● ● ● 163 ● 82 186 ● 18022623 ● ●83 ● ●● 225● 22 255 102 87 164 ● 48 189 ● 93 ● 37 ● ●198 112 ● 268 231 6 167 38 253 ● 57● 4 197 ● ● 213 ● 262 188 ● 243 134 291 283 ● ● ● 151 ● ● 296 21 ●154 201 ● 178 29 34 187 200 44 ● ● 235 ●● 55 295 ● 252 18 244 ●● 128● ● 162 172 20 122 ● 67 ● ●223 156 8 ● ●42 ● ●● ● 1832 275 56 ●● ● ● 280 233 204 33 ● ● 13 64135 ● ●279 214● ●● 160 228●5●45 63 234 ●127 193 265 51 ●● 47 152 ● ● 133 140 139 ●169 ● 119 ● 58● 32 ●● 30284 194 ● ● 68 ● ● ● ● 111 1 166 109 218 185 ● ● ● 96 256 260 ● 117 ● 3 ● 292 ● 246 65 ● 300 121 124 146 158 7 ●84 232 247 ● 27 ● ●132 ●● 49 ● 263 103 259 ● 264 ● ●● 257 ●●144 123 258 ●● 270 116 192 ● 14 237 70 91 ● ● ●286 ● ● 138 ● ● 155 176 150 12 6039● 136 ●● 230 ● ● 72●● 251267 61 77 ● 147 19 ● 298 184 36 89 285 170 ●● ● ● 85 ●281 175 ● ● ● ● 137 ● ●250 105 115 242 ● ● 254 177 71 ● ● 143 ● ● ●● 216 219 76 97 ●● ●181 276 ● ● ● 9080 ● ●●● ● 239● 108 ●99● ● ● 141 9278282 131 11 ● ● 118 ●● 41 157 126 ● ● 179 ● 73 ● 101 ● ● ● ●●●● ● 145 ● 107 106 43 69 ●174 ● ● ●● 104 ●●● ●210 114 129 ● ● 245 98 ● ●26 ● 142 236 28 ●● ●221 ●● ●215 ● ●● ● ● ● 274 ●293 ● ● ● ● ● ● 289 ● ● ● ● ● ●● ● 130 ●● ● 125 ● 46 ● 75● ● ● 290 294 ● 86 ● ● ● ● 88 ●●
−0.5
0.0
0.5
●
●
−0.5
0.0
black lemon tea house no sugar no friends no no restaurant nobreakfast work large−scale retail stores+specialized shop no afternoon tea pure no lunch noafter pub anytimetea bag+bulk no evening other home nono anytime evening afterafternoon dinner no no home tea house tea friends ● pub breakfast sugar variable−p downmarket−p perfumed work milk after lunch large−scale retail stores restaurant famous−brand−p tea bag supermarket−p
273 ●
unknown−p
●
−1.0
green after dinner
−1
Dim 2 (8.103%)
●
1
●
bulk upscale−p
0
1.0
●
212 165 ● 199 222249 ●
168 190202 ●208● ● ● 229 100 74 ●● 95 ● 53 ●
Dim 2 (8.103%)
195 211 182 ● ● 31 ●
227
0.5
1.0
−1
1.5
0
1
2
Dim 1 (9.885%)
Dim 1 (9.885%)
Figure 1: Representations of the individuals and of the categories on axes 1 and 2
Cleared MCA factor map
1.5
Density curves
specialized shop
0.4
1.21.1
−0.5
0.8
6
2
lemon tea house noafternoon friends no restaurant no work stores+specialized shop no tea noevening pub tearetail bag+bulk anytime nolarge−scale no tea house afternoon tea ● friendspub variable−p perfumed large−scale retail storesrestaurant famous−brand−p tea bag
0.7 1.3
0.
1
0.
greendinner after
0
9
0.
1
Dim 2 (8.103%)
0.5
0.3 1 0.
0.0
Dim 2 ( 8.103 %)
1.0
2
bulk upscale−p
1.8
0.5
−1
unknown−p
−1.0
−0.5
0.0
0.5
1.0
1.5
−2
Dim 1 ( 9.885 %)
−1
0
1
2
Dim 1 (9.885%)
Figure 2: Representation of the individuals using density curves and enhanced representation of the categories
4
2.2 2.2.1
Highlights on the two principal axes of variability Characterization of the first factorial axis
The most meaningful variables characterizing the first factorial axis are: •
location.of.purchase
•
tea.house
•
shape
•
friends
•
restaurant
•
afternoon.tea
•
price
•
pub
•
work
•
how
•
tea.type
•
after.lunch
•
evening
•
anytime
•
after.dinner
•
breakfast
•
sugar
The most meaningful categories characterizing the positive side of the first axis are: •
tea house – Contribution: 11.24 – V-Test: 10.54 – Frequency in the population: 19.33 %
•
large-scale retail stores+specialized shop – Contribution: 11.26 – V-Test: 11.02 – Frequency in the population: 26 %
•
friends – Contribution: 3.16 – V-Test: 8.53 – Frequency in the population: 65.33 %
•
restaurant – Contribution: 6.25 – V-Test: 8.23 5
– Frequency in the population: 26.33 % •
afternoon tea – Contribution: 3.14 – V-Test: 7.58 – Frequency in the population: 56.33 %
•
tea bag+bulk – Contribution: 6.79 – V-Test: 8.88 – Frequency in the population: 31.33 %
•
pub – Contribution: 4.36 – V-Test: 6.63 – Frequency in the population: 21 %
•
work – Contribution: 2.97 – V-Test: 5.77 – Frequency in the population: 29 %
•
variable-p – Contribution: 3.45 – V-Test: 6.63 – Frequency in the population: 37.33 %
•
after lunch – Contribution: 2.38 – V-Test: 4.72 – Frequency in the population: 14.67 %
The most meaningful categories characterizing the negative side of the first axis are: •
no tea house – Contribution: 2.69 – V-Test: -10.54 – Frequency in the population: 80.67 %
•
no friends – Contribution: 5.95 – V-Test: -8.53 – Frequency in the population: 34.67 %
•
large-scale retail stores – Contribution: 4.38 – V-Test: -9.86 – Frequency in the population: 64 %
•
no restaurant 6
– Contribution: 2.23 – V-Test: -8.23 – Frequency in the population: 73.67 % •
tea bag – Contribution: 4.32 – V-Test: -8.92 – Frequency in the population: 56.67 %
•
no afternoon tea – Contribution: 4.05 – V-Test: -7.58 – Frequency in the population: 43.67 %
•
no pub – Contribution: 1.16 – V-Test: -6.63 – Frequency in the population: 79 %
•
no work – Contribution: 1.21 – V-Test: -5.77 – Frequency in the population: 71 %
•
green – Contribution: 2.98 – V-Test: -5.17 – Frequency in the population: 11 %
•
no after lunch – Contribution: 0.41 – V-Test: -4.72 – Frequency in the population: 85.33 %
2.2.2
Characterization on the second factorial axis
The most meaningful variables characterizing the second factorial axis are: •
location.of.purchase
•
price
•
shape
•
tea.type
•
restaurant
•
after.dinner
•
work
•
sugar
•
how 7
•
after.lunch
•
breakfast
•
tea.house
•
friends
The most meaningful categories characterizing the positive side of the second axis are: •
specialized shop – Contribution: 23.89 – V-Test: 13.18 – Frequency in the population: 10 %
•
upscale-p – Contribution: 20.51 – V-Test: 12.77 – Frequency in the population: 17.67 %
•
bulk – Contribution: 18.92 – V-Test: 11.86 – Frequency in the population: 12 %
•
green – Contribution: 3.28 – V-Test: 4.91 – Frequency in the population: 11 %
•
no restaurant – Contribution: 0.71 – V-Test: 4.19 – Frequency in the population: 73.67 %
•
after dinner – Contribution: 2.03 – V-Test: 3.77 – Frequency in the population: 7 %
•
no work – Contribution: 0.57 – V-Test: 3.6 – Frequency in the population: 71 %
•
no sugar – Contribution: 0.68 – V-Test: 3.03 – Frequency in the population: 51.67 %
•
no after lunch 8
– Contribution: 0.17 – V-Test: 2.79 – Frequency in the population: 85.33 % •
no breakfast – Contribution: 0.56 – V-Test: 2.76 – Frequency in the population: 52 %
The most meaningful categories characterizing the negative side of the second axis are: •
large-scale retail stores – Contribution: 4.59 – V-Test: -9.13 – Frequency in the population: 64 %
•
tea bag – Contribution: 4.49 – V-Test: -8.24 – Frequency in the population: 56.67 %
•
large-scale retail stores+specialized shop – Contribution: 0.11 – V-Test: 0.98 – Frequency in the population: 26 %
•
tea bag+bulk – Contribution: 0.03 – V-Test: 0.49 – Frequency in the population: 31.33 %
•
perfumed – Contribution: 2.39 – V-Test: -6.62 – Frequency in the population: 64.33 %
•
restaurant – Contribution: 1.98 – V-Test: -4.19 – Frequency in the population: 26.33 %
•
unknown-p – Contribution: 1.04 – V-Test: -2.66 – Frequency in the population: 4 %
•
no after dinner – Contribution: 0.15 9
– V-Test: -3.77 – Frequency in the population: 93 % •
famous-brand-p – Contribution: 2.46 – V-Test: -4.85 – Frequency in the population: 31.67 %
•
work – Contribution: 1.41 – V-Test: -3.6 – Frequency in the population: 29 %
10
3
Typology on the individuals
3.1
Choice of the number of clusters
The ascendant hierarchical clustering (AHC) lead to a partition made of 3 clusters. Those clusters are displayed in the following representations: a graphical representation of the individuals according to the cluster they belong to, a representation of the center of gravity of each group enhanced by a confidence ellipse, a representation of the individuals according to the cluster they belong to by the use of density curves.
30
Choice of the number of clusters by cutting the dendrogram
25
MCA factor map
195 211 182 ● ● 31 ●
1.0
227 ●
●
0.5
Dim 2 (8.103%)
−0.5
181 290 1 263 26 86 294 90 125 130 88 46 75 47 197 142 194 94 82 149 23 83 161 129 143 218 298 106 107 114 174 73 147 282 105 292 137 150 158 124 146 118 117 123 237 11 116 134 55 193 169 139 140 115 285 155 70 176 38 154 167 262 188 187 200 209 180 189 186 102 226 178 45 214 84 260 291 27 109 7 30 40 37 163 63 152 166 213 228 20 296 164 231 29 275 119 5 111 77 170 71 12 121 41 258 131 179 293 126 245 43 175 247 91 284 85 104 157 132 216 219 76 97 36 184 144 141 177 230 254 145 250 2 183 156 300 8 14 256 257 232 34 162 13 151 9 128 19 42 49 96 242 99 267 234 61 270 233 18 57 60 246 244 279 39 64 160 98 80 286 289 210 215 78 89 138 281 69 236 136 103 239 221 28 72 68 108 101 133 264 87 268 259 265 122 251 252 59 295 207 67 283 241 243 48 112 201 253 56 32 51 172 58 21 33 185 235 280 192 276 65 92 110 25 238 79 255 266 190 53 100 202 220 208 74 95 31 168 229 62 261 248 299 171 287 222 227 211 212 249 165 199 182 195 54 4 223 6 205 3 198 217 191 203 22 44 127 273 135 274 66 148 204 24 81 113 153 15 159 272 297 93 16 288 196 206 50 225 10 17 173 224 120 52 271 277 240 269 35 278
0
5
220 ●
273 ●
●
−1.0
dist hclust (*, "ward")
168 190202 ●208● ● ● 229 100 74 ●● 95 ● 53 ●
● 297 248 272 ● ● ● ● ● 299 ● 261● 16 ● 287 66 206 94 10 ● ● 171 ● 191 62 ● ● ● 271 277 203 288 ●● ● 15381 209 ●159 148 52 ● 50 35 ● 110 120 ● 224 ● 15 ● ● ● 54 17 ● ● ● ● 278 240 ● 9 25 ● 196 ● 113 ● 217 ● ● 238173 269 ● 149 1617940 ●241 205 59● 207 ● ●24 266 ●● ●● ● ● ● 163 ● 82 186 ● 18022623 ● ●83 ● ●● 225● 22 255 102 87 164 ● 48 189 ● 93 ● 37 ● ●198 112 ● 268 231 6 167 38 253 ● 57● 4 197 ● ● 213 ● 262 188 ● 243 134 291 283 ● ● ● 151 ● ● 296 21 ●154 201 ● 178 29 34 187 200 44 ● ● 235 ●● 55 295 ● 252 18 ● 275 ●● 128 ● 162 172 122 ● 67 ● ●223 156 244 8 ● ●42 ● ●● ● 1832 ● 20 56 ●● ● ● 280 233 204 33 ● ● 13 64135 ● ●279 214● ●● 160 228 5●45 63 234 ●127 193 265 51 ●● 47 152 ● ● 133 140 139 ●169 ● 119 ● 58● 32 ●● 30284 194 ● ● 68 ● ● ● ● 111 1 166 109 218 185 ●27 ●●● ● 96 256 260 117 ● 3 ● 292 ● 246 65 ● 300 121 ● 124 146 158 7 232 49 ● 144 247 ● ● ● ●● 192 ● 103 259 ● 264 ●● 14 257 ● ●●132 123 258 ●263 270 84 116 ● ● 237 70 91 ● ● 286 138 ● ● 155 176 150 12 6039● 136 ● ●● 230 ● ● 72●● 251267 61 77 ● 147 19 ● 298 184 36 89 285 170 ●● ● ● 85 ●281 175 ● ● ● ● 137 ● ●250 105 115 242 ● ● 254 177 71 ● ● 143 ● ● ●● 216 219 76 97 ●● ●181 276 ● ● ● 9080 ● ●●● ● 239● 108 ●99● ● ● 141 9278282 131 11 ● ● 118 ●● 41 157 126 ● ● 179 ● 73 ● 101 ● 174 ● ●●●● ● 145 ● 107 106 43 69 ●114 ● ● 215 ●● 104 ● ●●● ●210 129 ● ● 245 98 ● 142 28 ●26 ● ●● ●221 ● 236 274 ● ● ●● ● ●● ● ●293 ●● ● 289 ● ●● ●● ● ● ● ● ● ●● ● 130 ● 125 ● 46 ● 75● ● ● 290 294 ● 86 ● ● ● ● 88 ●●
0.0
15
212 165 ● 199 222249 ●
10
Height
20
1 2 3
−0.5
0.0
0.5
1.0
1.5
Dim 1 (9.885%)
Figure 3: Number of clusters chosen by the analyst; representation of the individuals according to their cluster
11
0.6
Confidence ellipses for the mean points
Density curves
1.5
1 2 3
0.05 0.1
●
classe 2
0.25
0.5
0.7
0. 4
0.6 2
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6
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Dim 2 ( 8.103 %)
1.0
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Dim 2 (8.103%)
2
0.
0.3
0.2
classe 1
−0.2
0.0
0.2
0.4
0.6
−1.0
−0.5
Dim 1 (9.885%)
0.0
0.5
1.0
1.5
Dim 1 ( 9.885 %)
Figure 4: Centers of gravity with confidence ellipses; representation of the individuals according to their cluster with density curves
number of individuals by groups
140 120 100 80 60 40 20 0 group 1
group 2
group 3
Figure 5: Number of individuals per cluster
12
3.2 3.2.1
Simultaneous comparison of the clusters with respect with the most relevant variables Number of individuals by cluster for the variable price
price by cluster
1st bar: downmarket−p 2nd bar: famous−brand−p 3rd bar: supermarket−p 4 th bar: unknown−p 5 th bar: upscale−p 6 th bar: variable−p
100
80
60
40
20
0 group 1
group 2
Figure 6: Variable price
13
group 3
3.2.2
Number of individuals by cluster for the variable location.of.purchase
location.of.purchase by cluster
150
1st bar: large−scale retail stores 2nd bar: large−scale retail stores+specialized shop 3rd bar: specialized shop
100
50
0 group 1
group 2
Figure 7: Variable location.of.purchase
14
group 3
3.2.3
Number of individuals by cluster for the variable shape
shape by cluster 140
1st bar: bulk 2nd bar: tea bag 3rd bar: tea bag+bulk
120 100 80 60 40 20 0 group 1
group 2
Figure 8: Variable shape
15
group 3
3.2.4
Number of individuals by cluster for the variable after.lunch
after.lunch by cluster 150
1st bar: after lunch 2nd bar: no after lunch
100
50
0 group 1
group 2
Figure 9: Variable after.lunch
16
group 3
3.2.5
Number of individuals by cluster for the variable after.dinner
after.dinner by cluster
1st bar: after dinner 2nd bar: no after dinner
150
100
50
0 group 1
group 2
Figure 10: Variable after.dinner
17
group 3
3.2.6
Number of individuals by cluster for the variable tea.type
tea.type by cluster 120 1st bar: black 2nd bar: green 3rd bar: perfumed
100
80
60
40
20
0 group 1
group 2
Figure 11: Variable tea.type
18
group 3
3.2.7
Number of individuals by cluster for the variable tea.house
tea.house by cluster 150
1st bar: no tea house 2nd bar: tea house
100
50
0 group 1
group 2
Figure 12: Variable tea.house
19
group 3
3.2.8
Number of individuals by cluster for the variable friends
friends by cluster
1st bar: friends 2nd bar: no friends 80
60
40
20
0 group 1
group 2
Figure 13: Variable friends
20
group 3
3.2.9
Number of individuals by cluster for the variable how
how by cluster
1st bar: lemon 2nd bar: milk 3rd bar: other 4 th bar: pure
120
100
80
60
40
20
0 group 1
group 2
Figure 14: Variable how
21
group 3
3.2.10
Number of individuals by cluster for the variable pub
pub by cluster 140
1st bar: no pub 2nd bar: pub
120 100 80 60 40 20 0 group 1
group 2
Figure 15: Variable pub
22
group 3
3.3
Automatic description of each cluster
The cluster 1 (152 individuals) includes the individuals possessing the following categories: •
location.of.purchase=large-scale retail stores 64 % of the individuals possess this category in the global population versus 94.74 % in the cluster 1 . Moreover, 75 % of the individuals possessing this category belong to the cluster 1 .
•
shape=tea bag 56.67 % of the individuals possess this category in the global population versus 82.89 % in the cluster 1 . Moreover, 74.12 % of the individuals possessing this category belong to the cluster 1 .
•
price=famous-brand-p 31.67 % of the individuals possess this category in the global population versus 48.68 % in the cluster 1 . Moreover, 77.89 % of the individuals possessing this category belong to the cluster 1 .
•
tea.house=no tea house 80.67 % of the individuals possess this category in the global population versus 94.08 % in the cluster 1 . Moreover, 59.09 % of the individuals possessing this category belong to the cluster 1 .
•
price=supermarket-p 7 % of the individuals possess this category in the global population versus 13.16 % in the cluster 1 . Moreover, 95.24 % of the individuals possessing this category belong to the cluster 1 .
•
after.lunch=no after lunch 85.33 % of the individuals possess this category in the global population versus 94.08 % in the cluster 1 . Moreover, 55.86 % of the individuals possessing this category belong to the cluster 1 .
•
friends=no friends 34.67 % of the individuals possess this category in the global population versus 46.05 % in the cluster 1 . Moreover, 67.31 % of the individuals possessing this category belong to the cluster 1 .
•
pub=no pub 79 % of the individuals possess this category in the global population versus 87.5 % in the cluster 1 . Moreover, 56.12 % of the individuals possessing this category belong to the cluster 1 .
•
price=unknown-p 4 % of the individuals possess this category in the global population versus 7.89 % in the cluster 1 . Moreover, 100 % of the individuals possessing this category belong to the cluster 1 .
•
after.dinner=no after dinner 93 % of the individuals possess this category in the global population versus 98.03 % in the cluster 1 . Moreover, 53.41 % of the individuals possessing this category belong to the cluster 1 .
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The cluster 2 (72 individuals) includes the individuals possessing the following categories: •
price=upscale-p 17.67 % of the individuals possess this category in the global population versus 62.5 % in the cluster 2 . Moreover, 84.91 % of the individuals possessing this category belong to the cluster 2 .
•
location.of.purchase=specialized shop 10 % of the individuals possess this category in the global population versus 37.5 % in the cluster 2 . Moreover, 90 % of the individuals possessing this category belong to the cluster 2 .
•
shape=bulk 12 % of the individuals possess this category in the global population versus 40.28 % in the cluster 2 . Moreover, 80.56 % of the individuals possessing this category belong to the cluster 2 .
•
after.dinner=after dinner 7 % of the individuals possess this category in the global population versus 23.61 % in the cluster 2 . Moreover, 80.95 % of the individuals possessing this category belong to the cluster 2 .
•
tea.type=black 24.67 % of the individuals possess this category in the global population versus 48.61 % in the cluster 2 . Moreover, 47.3 % of the individuals possessing this category belong to the cluster 2 .
•
how=other 3 % of the individuals possess this category in the global population versus 12.5 % in the cluster 2 . Moreover, 100 % of the individuals possessing this category belong to the cluster 2 .
•
after.lunch=no after lunch 85.33 % of the individuals possess this category in the global population versus 95.83 % in the cluster 2 . Moreover, 26.95 % of the individuals possessing this category belong to the cluster 2 .
•
tea.house=tea house 19.33 % of the individuals possess this category in the global population versus 31.94 % in the cluster 2 . Moreover, 39.66 % of the individuals possessing this category belong to the cluster 2 .
•
sugar=no sugar 51.67 % of the individuals possess this category in the global population versus 63.89 % in the cluster 2 . Moreover, 29.68 % of the individuals possessing this category belong to the cluster 2 .
The cluster 3 (76 individuals) includes the individuals possessing the following categories: •
price=variable-p 37.33 % of the individuals possess this category in the global population versus 75 % in the cluster 3 . Moreover, 50.89 % of the individuals possessing this category belong to the cluster 3 . 24
•
location.of.purchase=large-scale retail stores+specialized shop 26 % of the individuals possess this category in the global population versus 60.53 % in the cluster 3 . Moreover, 58.97 % of the individuals possessing this category belong to the cluster 3 .
•
shape=tea bag+bulk 31.33 % of the individuals possess this category in the global population versus 67.11 % in the cluster 3 . Moreover, 54.26 % of the individuals possessing this category belong to the cluster 3 .
•
after.lunch=after lunch 14.67 % of the individuals possess this category in the global population versus 42.11 % in the cluster 3 . Moreover, 72.73 % of the individuals possessing this category belong to the cluster 3 .
•
friends=friends 65.33 % of the individuals possess this category in the global population versus 92.11 % in the cluster 3 . Moreover, 35.71 % of the individuals possessing this category belong to the cluster 3 .
•
tea.type=perfumed 64.33 % of the individuals possess this category in the global population versus 86.84 % in the cluster 3 . Moreover, 34.2 % of the individuals possessing this category belong to the cluster 3 .
•
pub=pub 21 % of the individuals possess this category in the global population versus 39.47 % in the cluster 3 . Moreover, 47.62 % of the individuals possessing this category belong to the cluster 3 .
•
tea.house=tea house 19.33 % of the individuals possess this category in the global population versus 34.21 % in the cluster 3 . Moreover, 44.83 % of the individuals possessing this category belong to the cluster 3 .
•
restaurant=restaurant 26.33 % of the individuals possess this category in the global population versus 42.11 % in the cluster 3 . Moreover, 40.51 % of the individuals possessing this category belong to the cluster 3 .
•
work=work 29 % of the individuals possess this category in the global population versus 42.11 % in the cluster 3 . Moreover, 36.78 % of the individuals possessing this category belong to the cluster 3 .
25
