Indonesian pharmacy retailer segmentation using recency frequency monetary-location model and ant K-means algorithm

نویسندگان

چکیده

<span lang="EN-US">We proposed an approach of retailer segmentation using a hybrid swarm intelligence algorithm and recency frequency monetary (RFM)-location model to develop tailored marketing strategy for pharmacy industry distribution company. We used sales data plug it into MATLAB implement ant clustering K-means, then the results were analyzed RFM-location calculate each clusters’ customer lifetime value (CLV). The generated 13 clusters retailers based on provided with total 1,138 retailers. Then, RFM-location, some combined due identical characteristics, final amounted 8 unique characteristics. findings can inform decision-making process company, especially in prioritizing segments developing strategy. by leveraging advantage power K-means cluster retailers, we further added analyzing CLV. However, location as variable may not be relevant smaller countries or developed countries, because shipping cost problem. </span>

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ژورنال

عنوان ژورنال: International Journal of Power Electronics and Drive Systems

سال: 2022

ISSN: ['2722-2578', '2722-256X']

DOI: https://doi.org/10.11591/ijece.v12i6.pp6132-6139