• food shopping
• retail
• kmeans
• segmentation
• clustering

This work focuses on analyzing the food shopping habits of Coop customers and aims to segment them based on their food type preferences using clustering techniques. The primary objective of this study is to gain a comprehensive understanding of the factors influencing Coop customers' food shopping behavior, including their preferences, motivations, and decision-making processes. By achieving this objective, the research aims to identify distinct customer segments within the Coop customer base and characterize each segment based on distinct variables. Furthermore, the study seeks to investigate the purchasing patterns and preferences of different customer segments, providing valuable insights for focused marketing strategies and product assortment planning. The findings from this research can contribute to enhancing Coop's understanding of its customer base, enabling the development of tailored marketing approaches and more effectively meeting the diverse needs and preferences of its customers.