Segmentation and profiling consumers in a multi-channel environment using a combination of self-organizing maps (SOM) method, and logistic regression

Afjeh, S.; Darvishi, M.

Growing Science » Management Science Letters » Segmentation and profiling consumers in a multi-channel environment using a combination of self-organizing maps (SOM) method, and logistic regression

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 4 Issue 5 pp. 1009-1014 , 2014

Segmentation and profiling consumers in a multi-channel environment using a combination of self-organizing maps (SOM) method, and logistic regression Pages 1009-1014 Download PDF

Authors: Seyed Ali Akbar Afjeh, Maryam Darvishi

DOI: 10.5267/j.msl.2014.3.010

Keywords: Internet, Clustering, Multi-channel market, Self-organizing map

Abstract: Market segmentation plays essential role on understanding the behavior of people’s interests in purchasing various products and services through various channels. This paper presents an empirical investigation to shed light on consumer’s purchasing attitude as well as gathering information in multi-channel environment. The proposed study of this paper designed a questionnaire and distributed it among 800 people who were at least 18 years of age and had some experiences on purchasing goods and services on internet, catalog or regular shopping centers. Self-organizing map, SOM, clustering technique was performed based on consumer’s interest in gathering information as well as purchasing products through internet, catalog and shopping centers and determined four segments. There were two types of questions for the proposed study of this paper. The first group considered participants’ personal characteristics such as age, gender, income, etc. The second group of questions was associated with participants’ psychographic characteristics including price consciousness, quality consciousness, time pressure, etc. Using multinominal logistic regression technique, the study determines consumers’ behaviors in each four segments.

How to cite this paper

 Afjeh, S & Darvishi, M. (2014). Segmentation and profiling consumers in a multi-channel environment using a combination of self-organizing maps (SOM) method, and logistic regression.Management Science Letters , 4(5), 1009-1014.

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