• PROBLEM STATEMENT: Understand the target customers for the marketing team to plan a strategy

• CONTEXT: Your manager wants you to identify the most important shopping groups based on income, age, and the mall shopping score. He want the ideal nu,ber of groups and a label for each of them.

• OBJECTIVE: Divide the mall target market into approachable groups. Create a subset of the market based on demographics and behavioral criteria to better understand the target for marketing activities