Customer Segmentation and Category association
Question 1.:

Encode the columns, (Labelencoding, tf-idf, feature generation etc...)&lt;-> quantify the columns, than iterate fastly with different algos and evalute and compare the results, for example with silhuette score.

Question 2. Once you identified the best clustering algorithm, look for the categories that (uniquely or very likely) determine certain cluster/group. It wont be 1-1 but in probabilities determined.