Classify each variable in the Chipotle dataset as the following $($or $$none$)$:

Demographic segmentation

Psychographic segmentation

Behavioral segmentation

Outcome

Marketing mix

Product

Place

Price

Promotion

Not to be used

Run hierarchical clustering to estimate the number of viable segments. Run multiple cluster analyses $(3$ or more$)$ using $3$ different categories of variables $($behavioral$,$ demographic, psychographic $($attitudinal$).$

Compare the results of these analyses and decide on which category of variables result in clear segments $($use dendograms, segment sizes and clear differences in variable means for different segments as bases for comparison$).$

Decide on a distinct number of clusters $(3$ or $4),$ discussing whether there is a marketing reason for this number of clusters.

Now run K$-$means clustering for the pre$-$determined number of segments $(3$ or $4).$ Choose whatever variables you think are best for segmentation: demographic, psychographic or behavioral variables. State which you chose and why.

Check to see the number of people assigned to each cluster i$.$e$.$ segment size.

Profile each segment on income, age and gender.

Name Clusters.

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