Movie Theater Customer Segmentation Case Study

Business Problem:

You have been retained by the owner of a chain of movie theaters to develop a marketing

strategy that will help the chain to increase their market presence and improve customer

loyalty $/$ retention $($with the ultimate goal of increasing profits$).$ The target audience for this

chain is young adults.

The owner recently purchased the results of a survey that was conducted among young people

aged $1530.$ He would like for you to analyze these survey data and use the results to help

develop a marketing strategy for the theater. In particular, he would like for you to identify

sub$-$groups $($clusters$)$ of young people that could be treated similarly for marketing campaigns

and messaging.

Your Deliverable:

A list of clusters along with a profile of the cluster $($based on your statistical analysis$)$ and a

$$marketing description$$ of the cluster $($be creative!$).$

The Data:

The data file contains $1010$ rows and $150$ columns. There is a supporting file $($columns$.$csv$)$ that

maps the column names from the data file to the fully specified description of each column.

Other data include information on

$$ Music preferences

$$ Movie preferences

$$ Hobbies and interests

$$ Phobias

$$ Health habits

$$ Personality traits, views on life, and opinions

$$ Spending habits

$$ Demographics