Segmentation of Local and International Brand of Chips Based on Macronutrients and Micronutrients Content Using Hierarchical Cluster Analysis

Abstract

Knowing the nutritional value of local and international chips is helpful for avoiding chronic diseases such as obesity, diabetes or cancer. Hierarchical Cluster Analysis will be used to categories these chips according to their nutritional value. Forty-nine samples of local and international chips and eleven macronutrients and micronutrients will be examined. Multivariate Statistical Analysis of data using hierarchical cluster analysis (HCA) technique will be utilized through SPSS program. California Crunch was the most caloric with 210kcal. Miaow and Pods offered the highest in protein content, with the same value of 4g. In total fat, Loaded! (White-Choco) contains the highest with 13g of fat. Pee Wee (BBQ) has the highest sodium content with 390mg. Tattoos Corn Tube contains the highest fiber with 4g. For carbohydrates, the highest again is California Crunch, evidently portraying the relevance and relationship between carbohydrate and calories. Moby and Pillows both have the highest sugar content with 13g. Terra Sweet Potato contained the highest vitamin A with a value of 50%. The highest calcium content is 15% from Outback. Chip n’ Chip and Pringles both have the highest vitamin C with 10%. Pods also contained the highest with 40%. HCA can be used as a tool to educate consumers on the nutritive value of chips and help consumers select the appropriate snack that they can include in their diets