Comparing performance of feedforward neural nets and K-means for cluster-based market segmentation

Article Abstract:

A study was conducted on cluster-based market segmentation by comparing the performance of the K-means clustering approach and feedforward artificial neural network with one layer of hidden units. The real life data used showed that the K-means approach failed to identify other stronger cluster structure, while the feedforward neural network model secured a two-segment solution. Combining the two methods, however, was suggested to obtain more accurate data.

Market Targeting & Approach, Models, Computer networks, Marketing models, Market strategy

---

Market segmentation by maximum likelihood clustering using choice elasticities

Article Abstract:

A study focuses on the determination of market segments by clustering households on the basis of choice elasticities across purchases and brands with respect to price, sales promotion and brand loyalty. The cluster analysis technique used is a maximum likelihood method that allows varying size and orientation and assumes constant volume.

---

An empirical comparison of the validity of a neural net based multinomial logit choice model to alternative model specifications

Article Abstract:

The application of choice models to brand purchase data is examined. The neural net-based multinomial logit choice model is compared to its alternative models. The purchase data for six largest brands in terms of market share is analyzed.

Management dynamics, Management, Brand choice, Consumer preferences, Company business management, Neural network, Global economy

Similar abstracts:

• Abstracts: Average performance of greedy heuristics for the integer knapsack problem. Solving fuzzy transportation problems based on extension principle
• Abstracts: Managerial assessments of export performance: conceptual framework and empirical illustration. Export market expansion strategies of direct-selling small and medium-sized firms: implications for export sales management activities
• Abstracts: How international law fails us. Danger mounts for embattled general. Targeted
• Abstracts: Novartis launches buyback of shares. Novartis expands generics range for $8.4 billion
• Abstracts: Sector modeling for the prediction and evaluation of Cretan olive oil

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.