Clustering: R-Studio or SPSS Assignment

User Generated

Xvatpuhpx

Programming

Description

The purpose of this assignment is to perform cluster analysis and analyze clusters in a data set to determine whether or not the information generated can be used to address a specific business problem.

For this assignment, you will use the "Wholesale Customers" data set from the Topic Materials. Most data categories are self-explanatory. Clarifying notes are as follows.

  1. Fresh: Annual spending (in $1000s) on fresh products
  2. Milk: Annual spending (in $1000s) on milk products
  3. Grocery: Annual spending (in $1000s) on grocery products
  4. Frozen: Annual spending (in $1000s) on frozen products
  5. Detergents_Paper: Annual spending (in $1000s) on detergents and paper products
  6. Delicatessen: Annual spending (in $1000s) on delicatessen products
  7. Client_Type: Type of client – either HoReCa (Hotel/Restaurant/Café) or Retail
  8. Region: Region of client – either Lisbon, Oporto, or Other

A wholesale distributor wants to understand the purchasing profiles of its clients. If a finite set of distinct profiles were defined, then a marketing strategy could be designed specifically for each set of similar clients. The company has compiled a data set that includes annual client spending on diverse product categories. You have been tasked with analyzing the data to determine what patterns emerge and how these patterns can be used to create specific client marketing profiles.

Use k-means clustering to explore and analyze the data set by using only the quantitative variables to cluster the clients.

Question 1: Explain the process you used to define the clusters such as the number of clusters formed, the specific variables used, etc. Include the "Cluster Sizes" and "Predictor Importance" outputs when submitting the answer.

Question 2: Interpret the clusters with respect to the quantitative variables that were used in forming the clusters. Include the "Clusters" output when submitting the answer.

Question 3: Discuss whether there is a pattern in the clusters with respect to the qualitative variables (i.e., Client_Type or Region). Include the charts illustrating these patterns when submitting the answer.

Question 4: Provide an appropriate name for each cluster using any or all of the variables in the data set.

Question 5: Based upon your analysis, what patterns emerged and how can these patterns be used to create specific client marketing profiles? Include discussion of the characteristics for each profile. Present your finding in the form of a 250-word executive summary that includes relevant data, charts, and tables.

General Requirements:

Submit the answers to Questions 1-4 and the executive summary as Word documents.

APA format is not required, but solid academic writing is expected.

Unformatted Attachment Preview

ID 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 Region Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Client_Type Retail Retail Retail HoReCa Retail Retail Retail Retail HoReCa Retail Retail Retail Retail Retail Retail HoReCa Retail HoReCa Retail HoReCa Retail HoReCa HoReCa Retail Retail Retail HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa Retail Retail HoReCa HoReCa HoReCa Retail Retail Retail Retail Fresh Milk Grocery Frozen Detergents_Paper 12669 9656 7561 214 2674 7057 9810 9568 1762 3293 6353 8808 7684 2405 3516 13265 1196 4221 6404 507 22615 5410 7198 3915 1777 9413 8259 5126 666 1795 12126 3199 6975 480 3140 7579 4956 9426 1669 3321 5963 3648 6192 425 1716 6006 11093 18881 1159 7425 3366 5403 12974 4400 5977 13146 1124 4523 1420 549 31714 12319 11757 287 3881 21217 6208 14982 3095 6707 24653 9465 12091 294 5058 10253 1114 3821 397 964 1020 8816 12121 134 4508 5876 6157 2933 839 370 18601 6327 10099 2205 2767 7780 2495 9464 669 2518 17546 4519 4602 1066 2259 5567 871 2010 3383 375 31276 1917 4469 9408 2381 26373 36423 22019 5154 4337 22647 9776 13792 2915 4482 16165 4230 7595 201 4003 9898 961 2861 3151 242 14276 803 3045 485 100 4113 20484 25957 1158 8604 43088 2100 2609 1200 1107 18815 3610 11107 1148 2134 2612 4339 3133 2088 820 21632 1318 2886 266 918 29729 4786 7326 6130 361 1502 1979 2262 425 483 688 5491 11091 833 4239 29955 4362 5428 1729 862 15168 10556 12477 1920 6506 4591 15729 16709 33 6956 56159 555 902 10002 212 24025 4332 4757 9510 1145 19176 3065 5956 2033 2575 10850 7555 14961 188 6899 630 11095 23998 787 9529 9670 7027 10471 541 4618 5181 22044 21531 1740 7353 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Retail Retail Retail Retail HoReCa HoReCa Retail Retail HoReCa HoReCa Retail Retail HoReCa HoReCa Retail Retail Retail Retail HoReCa Retail HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa Retail Retail HoReCa HoReCa Retail HoReCa HoReCa HoReCa Retail Retail HoReCa Retail Retail Retail HoReCa HoReCa HoReCa HoReCa HoReCa Retail 3103 44466 11519 4967 6269 3347 40721 491 27329 5264 4098 5417 13779 6137 8590 35942 7823 9396 4760 85 9 19913 2446 8352 16705 18291 4420 19899 8190 20398 717 12205 10766 1640 7005 219 10362 20874 11867 16117 22925 43265 7864 24904 11405 12754 9198 14069 54259 6152 21412 1095 4051 3916 10473 1449 3683 29892 9933 1970 5360 3045 38369 6245 11601 1227 20959 1534 6759 7260 2820 2037 1266 5139 5332 6343 1137 3587 12697 1175 3259 829 9540 9232 1563 3327 46197 73498 5025 542 3836 596 2762 27472 21955 55571 10868 28921 1980 6996 5876 11532 1947 5005 26866 10487 1648 8040 7854 59598 6544 15775 3250 45828 7417 13462 3993 1293 3202 21042 2661 8713 9794 3 6532 28540 2067 3655 3009 14403 11009 1783 4814 92780 32114 8117 4042 5330 1638 2530 32034 1668 7782 584 1798 3860 239 532 744 2436 1057 2616 38 596 129 96 3254 4154 2896 3724 36 175 1256 5870 779 10643 5373 8872 8132 1285 4407 7530 869 2096 868 430 283 737 2320 1178 1026 987 6312 9735 3443 3347 8693 3232 6792 24171 5121 13583 609 1538 2587 5611 204 2024 17740 7572 227 3084 4095 26701 4074 7677 1247 24231 3468 5141 788 656 116 4173 1321 764 1901 3 529 12034 301 1202 610 7818 3537 550 3837 40827 20070 1579 165 454 69 627 18906 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Retail HoReCa Retail HoReCa HoReCa HoReCa Retail Retail Retail HoReCa HoReCa HoReCa Retail Retail Retail Retail HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa 5626 3 23 403 503 9658 11594 1420 2932 56082 14100 15587 1454 8797 1531 1406 11818 12579 19046 14438 18044 11134 11173 6990 20049 8258 17160 4020 12212 11170 36050 76237 19219 21465 140 42312 7149 2101 14903 9434 7388 6300 4625 3087 13537 5387 17623 12220 2920 2616 254 112 2182 7779 10810 6459 3504 2132 1014 6337 10646 8397 16729 1648 11114 2770 2295 1080 793 2521 3880 1891 2344 1200 3234 201 10769 1642 3473 1840 7243 8847 926 2428 589 2032 1042 1882 1289 8579 8080 4257 4979 4280 11323 6252 8118 610 778 1909 12144 16267 7677 8906 3445 3970 10704 14886 6981 28986 1694 17569 2469 1733 2000 2988 3355 5380 2362 2147 3412 1498 245 8814 2961 7102 1658 10685 3823 1510 699 314 2479 1235 2174 2591 7030 8282 5034 3343 7305 206 440 145 774 895 5639 3252 1593 2561 18028 1336 910 133 2471 247 673 2276 805 8853 3220 2555 2715 1517 1647 5343 3896 2417 2395 1991 2194 4787 16538 8195 880 142 1718 6316 346 576 436 720 1170 4575 661 155 825 2279 5038 223 3874 54 56 215 8035 6766 4573 1480 1491 139 6830 8969 2505 836 169 6457 483 585 118 276 310 319 411 266 174 264 25 1976 500 778 349 2386 1062 410 395 70 955 256 47 199 2447 721 249 637 960 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail Retail HoReCa Retail Retail Retail HoReCa HoReCa Retail Retail Retail Retail HoReCa HoReCa HoReCa Retail Retail HoReCa Retail HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail 30379 37036 10405 18827 22039 7769 9203 5924 31812 16225 1289 18840 3463 622 1989 3830 17773 2861 355 1725 12434 15177 5531 5224 15615 4822 2926 5809 5414 260 200 955 514 286 2343 45640 12759 11002 3157 12356 112151 694 327 8170 3009 2438 8040 13252 7152 1596 3677 8384 1936 3373 584 1433 1825 3328 1371 9250 55 10690 5291 1366 6570 7704 3651 540 2024 15726 7603 12653 6721 3195 735 717 8675 25862 5479 7677 1208 7845 6958 7330 7075 4888 6036 29627 8533 918 6448 521 8002 7639 5189 8253 1096 1988 34792 2177 2707 542 1651 1765 2022 3135 2368 137 19460 14855 2474 9618 14682 12822 283 3810 26870 8584 19858 9170 3268 803 2155 13430 19816 6536 19805 5241 11874 6536 4533 4945 2500 8887 18148 10518 4710 1139 854 9819 11687 321 2995 8425 118 42 926 1286 4052 800 853 531 3001 779 75 233 317 3378 930 398 824 1092 2665 2367 2540 4425 993 405 1393 2399 1116 651 333 937 2515 52 7368 1752 1152 4477 402 16745 443 74 2181 3470 6269 2758 51 20 399 516 12591 73 1082 283 113 170 255 352 302 7 11577 6694 811 4004 8077 4424 3 232 13726 3674 7108 4973 1680 79 69 7015 8773 2840 9836 153 4196 1532 20 120 273 1382 4948 6907 334 58 949 3459 6839 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230 231 232 233 234 Other Other Other Other Other Other Other Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa Retail Retail HoReCa HoReCa HoReCa Retail HoReCa Retail HoReCa Retail HoReCa Retail HoReCa HoReCa Retail HoReCa Retail HoReCa Retail HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa 834 16936 13624 5509 180 7107 17023 30624 2427 11686 9670 3067 4484 25203 583 1956 1107 6373 2541 1537 5550 18567 12119 7291 3317 2362 2806 2532 18044 18 4155 14755 5396 5041 2790 7274 12680 20782 4042 1869 8656 11072 2344 25962 964 15603 1838 11577 6250 295 1461 3485 1012 5139 7209 7097 2154 2280 13240 14399 11487 685 891 11711 780 4737 3748 12729 1895 28326 1012 6602 6551 10765 16599 1475 7504 367 899 7503 1115 2527 659 3243 5921 2204 577 2746 5989 10678 1780 4984 2703 6380 11522 1981 1381 2251 20292 2974 5230 4897 10391 6824 2112 23127 24708 9490 2216 5226 23596 950 6089 5838 16767 1393 39694 2062 6861 11364 15538 36486 2046 15205 1390 1382 10646 2856 5265 1499 4157 9212 1563 572 2501 5615 3828 3838 3316 3833 2824 275 7332 890 547 959 806 7888 18711 1127 3527 520 3941 3549 5065 469 1383 955 878 2946 1859 864 1801 4736 1291 1329 913 1374 179 2532 1285 2306 1765 91 7496 5612 784 660 1759 2286 950 6845 8321 1439 638 937 4260 1218 4027 118 43 187 5618 355 330 763 4314 592 402 9959 14235 284 954 5 9265 288 5316 3381 12420 244 19410 240 3961 5957 5828 13308 130 4797 86 56 4167 256 788 70 761 2568 263 4762 694 955 1566 284 409 325 1216 235 236 237 238 239 240 241 242 243 244 245 246 247 248 249 250 251 252 253 254 255 256 257 258 259 260 261 262 263 264 265 266 267 268 269 270 271 272 273 274 275 276 277 278 279 280 281 Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Lisbon Other Other Other Other Other Other Other Other Other Other HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa Retail HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa Retail HoReCa 8635 18692 7363 47493 22096 24929 18226 11210 6202 3062 8885 13569 15671 8040 3191 6134 6623 29526 10379 31614 11092 8475 56083 53205 9193 7858 23257 2153 1073 5909 572 20893 11908 15218 4720 2083 514 36817 894 680 27901 9061 11693 17360 3366 12238 49063 820 3838 475 2567 3575 1801 659 3576 7775 6154 2428 346 5279 3795 1993 23133 1860 7961 17972 489 5008 1931 4563 4959 4885 1110 1372 1115 9679 23527 9763 1222 8053 258 1032 5007 8323 3045 1703 1610 3749 829 2317 6200 2884 7108 3965 3047 593 585 3779 7041 2475 2914 5119 10817 13916 1777 489 2406 2070 1799 33586 4740 16966 4748 1495 5249 1883 2124 7336 2157 1094 1677 6684 15445 13699 22182 2576 19847 1138 975 1563 6869 1493 1841 223 6964 683 2543 9694 2431 6235 4252 2312 4634 1112 5243 11422 2216 3752 561 1183 230 1777 2077 559 6340 1730 6746 7683 432 4686 3242 453 5004 6422 3012 327 6818 982 4324 61 10155 2221 3975 1069 2516 5500 1120 529 4802 744 862 4479 16919 5845 1293 977 1093 5970 415 28 72 828 343 412 586 1682 3143 8933 430 44 562 918 234 18594 205 363 1547 111 392 3593 730 967 780 49 429 2894 5980 830 4882 737 6374 333 197 147 93 210 759 96 603 621 274 3620 167 2328 1041 282 283 284 285 286 287 288 289 290 291 292 293 294 295 296 297 298 299 300 301 302 303 304 305 306 307 308 309 310 311 312 313 314 315 316 317 318 319 320 321 322 323 324 325 326 327 328 Other Other Other Other Other Other Other Other Other Other Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa Retail HoReCa Retail Retail HoReCa Retail Retail Retail Retail Retail Retail Retail HoReCa HoReCa Retail HoReCa HoReCa Retail HoReCa HoReCa Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa 25767 68951 40254 7149 15354 16260 42786 2708 6022 2838 3996 21273 7588 19087 8090 6758 444 16448 5283 2886 2599 161 243 6468 17327 6987 918 7034 29635 2137 9784 10617 1479 7127 1182 11800 9759 1774 9155 15881 13360 25977 4414 542 16933 5113 9790 3613 4411 640 2247 2102 594 286 2160 3354 3086 11103 2013 1897 1304 3199 4560 879 6243 13316 5302 3688 7460 12939 12867 2374 1020 20655 1492 2335 3737 925 1795 14982 1375 3088 2713 25071 3696 1897 713 944 3587 1610 899 2209 1486 1786 2013 12609 3600 1242 2828 1296 471 2642 3261 4329 12469 6550 5234 3643 6986 9965 2060 6360 20399 9785 13829 24773 8852 21570 2842 3007 13567 2405 8280 19172 2405 7647 11924 2201 6114 3558 17645 2280 5167 3315 11593 2464 1431 1664 3389 4583 5109 10303 8692 1042 1619 8366 848 1388 502 2507 3838 902 909 417 3045 1455 934 264 824 1809 364 492 617 799 1840 1149 416 1465 12569 3046 1274 4447 1483 662 2679 978 2121 1128 514 2714 3703 915 2369 3498 414 7849 5127 3570 314 751 436 1226 386 445 32 965 212 825 5952 811 2208 710 3712 4538 290 2662 8752 6236 10069 11783 3909 7558 351 257 6846 299 371 17120 183 857 3891 83 821 706 12408 275 228 1470 1679 140 387 88 210 492 182 329 330 331 332 333 334 335 336 337 338 339 340 341 342 343 344 345 346 347 348 349 350 351 352 353 354 355 356 357 358 359 360 361 362 363 364 365 366 367 368 369 370 371 372 373 374 375 Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Oporto Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Retail HoReCa Retail Retail Retail HoReCa HoReCa HoReCa HoReCa Retail Retail HoReCa Retail HoReCa HoReCa Retail Retail HoReCa Retail HoReCa Retail HoReCa Retail HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa Retail HoReCa HoReCa Retail HoReCa 11223 22321 8565 16823 27082 13970 9351 3 2617 381 2320 255 1689 3043 1198 2771 27380 3428 5981 3521 1210 608 117 14039 190 22686 37 759 796 19746 4734 2121 4627 2615 4692 9561 3477 22335 6211 39679 20105 3884 15076 6338 5841 3136 38793 14881 3216 4980 928 6817 1511 1347 333 1188 4025 5763 5758 6964 1172 2602 6939 7184 2380 14641 1099 10044 1106 6264 7393 727 134 1275 18664 5878 2872 607 1601 997 873 6128 2217 894 1196 337 3944 1887 3801 6257 2256 1450 8630 3154 26839 1447 67298 2743 10790 1330 2611 7021 5332 9670 11238 5923 26316 1763 8335 15541 12311 2028 20521 1997 22294 1533 21203 2548 2012 218 22272 1660 2109 2006 864 2453 4438 1524 8025 1664 534 2406 683 4955 1939 1641 7398 1668 1162 13586 2648 1234 2208 131 11559 1365 650 8170 15601 9584 388 767 349 1456 2234 402 2693 2809 1341 2005 1796 1741 830 228 6386 245 3157 137 6114 340 2601 1206 560 191 1103 1619 1173 1457 2046 1089 1364 8164 876 1504 1492 597 5641 1034 9606 178 38102 332 4111 146 442 15 573 7271 5162 4595 15469 217 3843 6600 4621 1184 12218 173 12638 90 8682 1333 184 9 6747 536 232 468 159 179 1335 514 4515 222 252 101 41 523 716 397 1916 311 476 4666 96 376 377 378 379 380 381 382 383 384 385 386 387 388 389 390 391 392 393 394 395 396 397 398 399 400 401 402 403 404 405 406 407 408 409 410 411 412 413 414 415 416 417 418 419 420 421 422 Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail Retail HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail Retail HoReCa Retail HoReCa HoReCa Retail HoReCa Retail Retail 3225 4048 28257 17770 34454 1821 10683 11635 1206 20918 9785 9385 3352 2647 518 23632 12377 9602 4515 11535 11442 9612 4446 27167 26539 25606 18073 6884 25066 7362 8257 8708 6633 2126 97 4983 5969 7842 4389 5065 660 8861 4456 17063 26400 17565 16980 3294 5164 944 4591 7435 1364 21858 922 3620 1916 848 1530 1181 2761 4180 6730 865 1316 11991 1666 1032 577 906 2801 4753 11006 4613 1046 5010 12844 3880 3634 2096 3289 3605 4859 1990 6046 10940 5499 8494 3783 5266 4847 1377 3686 2884 1902 10391 2146 1617 8469 3450 15400 1614 2857 1573 1172 1422 1328 2313 3600 3842 3204 1263 9345 1428 582 935 1238 2128 5091 4604 3444 1167 5026 18683 6407 6100 4563 3281 12400 6633 3417 8552 10908 11055 18622 2223 13227 9053 4172 4657 12232 282 130 3881 9927 2540 4006 3635 2583 1945 1960 1677 3019 5502 907 659 8620 1398 2921 2644 6838 5390 1601 3576 13223 220 127 4324 2069 9806 2854 1646 2349 1389 1535 98 17866 5679 1691 848 364 133 633 25 1031 830 1059 874 68 813 600 246 1711 397 282 192 353 231 200 227 311 95 122 385 149 841 3378 64 74 469 153 92 10 632 914 593 1092 7883 2730 2123 1860 235 2970 912 1135 3540 6728 3485 6740 1580 6818 3415 948 1803 3213 423 424 425 426 427 428 429 430 431 432 433 434 435 436 437 Other Other Other Other Other Other Other Other Other Other Other Other Other Other Other HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa HoReCa Retail HoReCa HoReCa 11243 13134 31012 3047 8607 3097 8533 21117 1982 16731 29703 39228 14531 10290 2787 2408 9347 16687 5970 1750 4230 5506 1162 3218 3922 12051 1431 15488 1981 1698 2593 14316 5429 4910 3580 16483 5160 4754 1493 7994 16027 764 30243 2232 2510 15348 3141 15082 2198 47 575 13486 269 1541 688 13135 4510 437 1038 65 108 5079 439 850 84 241 1377 1328 356 2371 182 93 14841 168 477 Delicassen 1338 1776 7844 1788 5185 1451 545 2566 750 2098 1744 497 2931 602 2168 412 1080 4478 3181 501 2124 569 4334 16523 5778 57 833 518 5206 823 2963 985 405 1083 395 436 4626 714 433 2916 5864 2802 46 72 65 4985 1452 6465 1476 1163 2162 301 1278 224 1333 1130 1340 1282 436 1603 225 2017 964 1295 1145 1423 27 834 3095 144 1365 14472 181 648 1780 975 894 1009 167 1653 529 156 2342 772 120 2944 903 14351 46 3178 360 1117 5130 244 709 217 63 132 323 3029 1838 1386 2498 548 1378 1831 1438 1236 3 1647 1519 2708 1561 1266 610 222 1160 933 635 1136 255 860 143 1621 918 483 2749 3 1819 911 310 328 396 537 326 1542 36 3271 929 2616 1450 3 318 201 4430 520 526 434 1440 1067 1774 184 1627 8 2153 3182 418 1682 303 2157 2233 610 446 238 2379 3637 693 429 750 323 6250 707 716 1442 1697 230 2631 395 2165 2794 8550 156 11 247 727 3 404 1856 64 84 409 666 1142 1755 2876 1468 697 347 731 1681 6854 18 1328 710 285 120 806 797 2100 2870 1775 1215 791 2388 674 1158 6372 130 749 239 375 1360 659 786 1553 689 203 980 2137 490 834 7 2563 295 225 1215 216 2253 2564 1047 578 2398 1970 2784 610 659 572 291 710 5121 1693 1391 3265 615 373 987 3321 818 548 287 655 411 1265 3636 2563 3628 698 204 56 1550 1040 1824 1153 379 2503 139 1409 1721 1104 2079 1404 1384 2406 18 128 1027 258 22 1522 686 1060 741 1854 254 898 531 1037 259 2005 172 555 59 2410 211 1543 925 656 806 1117 117 142 297 1233 3508 1059 1637 51 1625 834 1113 229 573 1092 834 522 1534 739 1043 1102 2602 1215 3486 2139 778 868 550 1942 1371 2158 1328 37 379 303 1115 1022 665 445 995 3137 195 1111 2341 127 548 110 4100 776 503 405 712 314 468 3105 447 342 558 296 2235 790 4829 3113 686 70 1426 1242 1114 179 270 532 2893 361 5120 1068 967 961 406 684 1000 1827 654 819 452 290 2213 743 247 375 1014 1902 340 288 715 378 960 553 344 5137 1892 4365 62 2435 290 1874 993 1063 776 1521 1393 1784 1218 668 249 1886 1894 1163 317 2501 2080 1498 395 1449 838 2204 2346 1867 2125 52
Purchase answer to see full attachment
User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

Attached.

EXECUTIVE SUMMARY
The clients were divided into three main groups. The first group included mainly
smaller-sized customers, based on their spending. These customers were also more balanced in
their purchasing preferences, though their purchases clearly focused on fresh products, groceries,
and milk. These clients included medium and small restaurants and cafes, and are mainly based
in non-urban areas. Thus, marketing for these clients should focus on fresh foods and
accompanying products. The marketing strategy should take into consideration the moderate
size of their clients, such as moderate-sized product packaging and shipping, as well as shipping
to rural locations. The second cluster of clients was also fairly large, as far as the number of
clients, and also spent larger amounts of money on purchases. The focus of these clients’
purchases was clearly fresh food products. These were mainly hotels, cafes, and restaurants.
Virtually no retail clients belonged to this cluster. These clients were located in both urban and
rural areas. Marketing for these clients should focus on needs of restaurants, who wish to
provide their clients with daily fresh meal...


Anonymous
Super useful! Studypool never disappoints.

Studypool
4.7
Trustpilot
4.5
Sitejabber
4.4

Related Tags