Casquinho, ConstançaAzancot, Maria Luísa Fiúza da Silveira2025-03-252024-01-122023-12-19http://hdl.handle.net/10362/181256The project on "Galp's B2C Segmentation" is a comprehensive study aimed at refining Galp's customer segmentation strategy based on consumer needs. It involves detailed analysis of customer survey data using qualitative and quantitative methods to develop an advanced segmentation model. Key steps include data cleaning, clustering using KMeans algorithm, and characterizing clusters demographically and behaviourally. The project concludes with the creation of distinct personas, providing actionable insights for Galp's marketing strategies in the competitive energy sector. This work represents an integrative approach, combining academic and industry expertise for strategic development in customer relations and market positioning.engSegmentationPersonaUsage patternConsumption habitsmaster thesis203901657