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