Competitive Market Structure and Segmentation Analysis with Self-Organizing Feature Maps

نویسنده

  • Thomas Reutterer
چکیده

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 SOM method are outlined and an SOM-based joint CMS-(preference-)segmentation analysis is illustrated using individual brand choice probabilities derived from diary household panel data.

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

منابع مشابه

Panel-Data Based Competitive Market Structure and Segmentation Analysis Using Self-Organizing Feature Maps

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 r...

متن کامل

Green Product Consumers Segmentation Using Self-Organizing Maps in Iran

This study aims to segment the market based on demographical, psychological, and behavioral variables, and seeks to investigate their relationship with green consumer behavior. In this research, self-organizing maps are used to segment and to determine the features of green consumer behavior. This was a survey type of research study in which eight variables were selected from the demographical,...

متن کامل

Combined Market Structure and Segmentation Analysis Based on Brand Choice Data: Overcoming the Limitations of Conventional Techniques with Topologically Ordered Feature Maps

The objective and related issues of simultaneously performing competitive market structure (CMS) and market segmentation analysis is well-documented in the marketing literature. In this paper, an artificial neural network based approach of Kohonen (1982) for the formation of topological ordered feature maps is introduced into the context of brand choice data based combined CMS/segmentation anal...

متن کامل

Multiscale image segmentation using a hierarchical self-organizing map

Multiscale structures and algorithms that unify the treatment of local and global scene information are of particular importance in image segmentation. Vector quantization, owing to its versatility, has proved to be an effective means of image segmentation. Although vector quantization can be achieved using self-organizing maps with competitive learning, self-organizing maps in their original s...

متن کامل

Steel Consumption Forecasting Using Nonlinear Pattern Recognition Model Based on Self-Organizing Maps

Steel consumption is a critical factor affecting pricing decisions and a key element to achieve sustainable industrial development. Forecasting future trends of steel consumption based on analysis of nonlinear patterns using artificial intelligence (AI) techniques is the main purpose of this paper. Because there are several features affecting target variable which make the analysis of relations...

متن کامل

ذخیره در منابع من


  با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید

برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید

ثبت نام

اگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید

عنوان ژورنال:

دوره   شماره 

صفحات  -

تاریخ انتشار 1998