Macro Segmentation of International Markets of Saffron with Using Hierarchical Clustering Technique

Segmentation of International Markets of Saffron with Using Hierarchical Clustering TechniqueThe purpose of this study is segment of saffron product in different countries of the world on basis macro indicators selected in four demographic, economic, commercial and communication domains. research is a descriptive-correlational one and based on library studies. Selected communities include all UN member states and sample countries with populations above 500,000 or per capita income above $ 10,000 per year plus Getting into a strategic area constitutes a total of 143 countries used in the analysis. Hierarchical clustering method was used for data analysis by SPSS 25 software. The results show that there are eight clusters, with the highest number being in the second cluster with 100 countries and the lowest in the United States alone. Also, based on demographic results, the fifth, eighth and fourth clusters, which include China, India, the US, Brazil, Indonesia, Nigeria and Pakistan, can be attractive clusters in targeting saffron stakeholders in market.