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domly select the initial seed points for both cluster solutions. Results presented in Table - 3 indicate that there is good consistency of solutions. A variable having theoretical relationship with the thirteen item scale but not included in the cluster solution earlier is used to assess predictive validity. ANOVA results indicate that the predictive validity is significant for all the solutions. Thus, cluster solutions are considered stable and hence can be concluded that the perceptions of executives on rural markets differ between/among the cluster solutions. Though both the clusters seem to be stable and different, three cluster solution is used henceforth for further analysis as it is moderately improved version of two cluster solution. The profiling of three cluster solution is given in Table – 4.

Product Adaptation

Element Wise

Cronbac alpha value of 0.890 (Table – 2) for the four item scale measuring product adaptation indicates higher internal consistency of the scale. Predictive validity as indicated by correlation coefficient is also high at 0.824. Mean values of the four items range from 1.63 to 2.07 indicates a low to moderate level of adaptation. Product size / amount (2.07) is widely adapted when compared to all the other three elements of the product; brand name (1.84), packaging / labelling (1.78) and components and features (1.63).

Except for packaging and labeling, banking and insurance products have adapted their product relatively higher when compared to other three product categories. Pharmaceutical products have adapted their products only in case of packaging and labeling. Hair care and Television companies have moderately adapted their product on all the four product elements. Differences in the means of all product elements across product categories are highly significant as indicated by F test (Table – 4).

Cluster wise

Mean values of adaptation of all the product elements including the total and overall items are higher on the first cluster (Table 4). The mean values of all the four product elements range within 1.74 to 2.39 in cluster 1 which indicates moderate to high adaptation. In cluster 2 the mean values of all the four product elements range within 1.16 to 1.43 indicating low to moderate adaptation. Finally in cluster 3 the mean values range within1.51 to 1.81 indicating moderate level of adaptation. Difference in the mean values across clusters is significant only in case of two product elements viz. size/amount and packaging/labeling. Scheffe’s range of Multiple Comparison indicates that in case of size/amount only the cluster 1 and cluster 2 differ in mean values. In case of packaging/labeling; cluster 1 is different from cluster 2 and cluster 3. Cluster 1 and Cluster 2 differ significantly in the total product adaptation in rural markets. This clearly indicates that the extent of product adaptation and the type of adaptation is different for each cluster. Implied is that product adaptation varies with the extent of executives perceived rurality in rural markets.

Within Cluster wise results presented in Table 5 indicate that in cluster 1 mean values are higher for banking and insurance product types than other products except in case of packaging and labeling where hair care products show higher mean levels. Incase of size/amount the mean values of hair care products is next to ba本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。