“…Cluster analysis is widely used as the technique to separate respondents into mutually exclusive groups (Loker and Perdue, 1992;Mazanec, 1992;Mo et al, 1994;Shoemaker, 1994;Cha et al, 1995;Silverberg et al, 1996;Andriotis and Vaughan, 2003;Young et al, 2007;Oviedo-García et al, 2008). Moreover, recent studies use this methodology to separately examine the opinion of groups in order to fi nd out socio-demographic and behavioural determining factors (Aguiló and Roselló, 2005;Bernini, 2009;Roca et al, 2009).…”