CHAPT. 8 – When products are solely assessed by liking

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“…the main goal of the analysis consists in defining the products that are preferred, in overall. Since hedonic ratings are personal (it takes all to make a world), no rules (or agreement) can be expected from the consumers hedonic assessments. Still, it is important to look at general trends across consumers, and it is common to search for homogenous clusters of consumers, with respect to their preferences. To do so, cluster analysis (e.g., HAC) is required. In practice homogeneous clusters of consumers are defined using the HCPC function of the FactoMineR package.

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