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Conditional market segmentation by neural networks

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1 Author(s)
Natter, M. ; Dept. of Inst. Inf. Process., Vienna Univ. of Econ. & Bus. Adm., Austria

An artificial neural network (ANN) algorithm is proposed that incorporates both cluster and discriminant (or regression) analysis of the segments. The method simultaneously estimates the models relating consumer characteristics to market segments, i.e., subjects are assigned to (unique) segments so that subjects within a class show similar purchase behavior and share the same characteristics (psychographics/sociodemographics). Parameters of all models are estimated by the backpropagation algorithm. The performance of the ANN methodology is assessed in a Monte Carlo study. In contrast to the usual stepwise approach adopted in segmentation studies, our study found that simultaneous segmentation and discrimination are preferable for finding an overall optimum in that this way clusters are formed not only to create homogeneous submarkets but also to show a good discriminatory behaviour

Published in:

System Sciences, 1997, Proceedings of the Thirtieth Hawaii International Conference on  (Volume:5 )

Date of Conference:

7-10 Jan 1997

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