The use of Conjoint Analysis utility scores as cluster seeds: results based on a dry-cured ham survey

The study uses individual utility scores deriving from standard Conjoint Analysis as starting point for a Cluster Analysis. The choice of using these individual scores as proxy variables allows to make a comparison with observed variables. In particular, individual scores are obtained from a survey measuring consumers' preferences during the purchase of dry-cured ham. Five different attributes of the dry-cured ham are taken into account. The analysis involved 212 customers living in Lombardy and Emilia-Romagna. Final aim of the study is to compare new clusters with the information directly obtained from the survey