Panel-Data Based Competitive Market Structure and Segmentation Analysis Using Self-Organizing Feature Maps
نویسنده
چکیده
In this paper the "Self-Organizing (Feature) Map" (SOM) methodology as originally proposed by Kohonen (1982) is employed in the context of Competitive Market Structure (CMS) and segmentation analysis using household-speci c brands preferences derived from diary panel data as input patterns for SOM training. The adaptive SOM algorithm results in a representation of competitive structures among rival brands at the segment-level, i.e. for submarkets with (internally) more homogeneous brand choice features. This property of SOM-based CMS/segmentation analysis allows the two interdependent tasks to be performed simultaneously, as it is frequently claimed in the marketing literature.
منابع مشابه
Competitive Market Structure and Segmentation Analysis with Self-Organizing Feature Maps
The simultaneous treatment of two interrelated and well-known tasks from strategic marketing planning, namely the determination of competitive market structure (CMS) and market segmentation, is addressed via application of the ”Self-Organizing (Feature) Map” (SOM) methodology, as originally proposed by Kohonen (1982). In the present paper, some major aspects of the methodological basis of the S...
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