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Therapy Life Centre Case Study

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(1.4) By using Therapy Life Centre’s client base I will be able to form clusters of customers by seeing how and knowing why they spend their money the way they do. I will do this by looking at elements such as purchasing patterns which I can than begin to cluster them based on what therapies they get, how often they use our services or how many different services of ours they use. The benefits of clustering customers together is that it will help assist me in marketing decisions such as pricing decisions for example if a certain class is not getting enough attendees than maybe a lower price would appeal to more people, customer clusters will also help form the strategy focus and the strategy.
(1.5) When proposing segments it is important that

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