Analysis of Consumer Decision

It is on the topic of segmentation, and, to be more specific, on clustering.

Attached there is a dataset with 130,000 wine reviews from Wine Enthusiast. The link to the file description and overview is:

https://www.kaggle.com/zynicide/wine-reviews/home

Your task is to use Clustering for allocating these wines into categories and profiles. The selection of categories and profiles will depend on your understanding of the data, in other words, no two homework should be alike.

By using clustering, we aim to create meaningful categories or profiles, based on the selection of input data. In other words, you might alter the composition of the clusters by adding or removing data fields.

In the end, in your homework, you should:

1. Create a SAS model that uses clustering and segment profiles with the attached data (use SAS* Enterprise Miner*14.3)
2. Explain the different segment profiles
3. Explain how did you use the data when creating the clustering model

Your homework can be reported as a PDF document. Please, use screenshots from SAS Enterprise Miner to explain your work. There is not a pre-defined length for your homework, but typical assignments in the past have more than three pages.