“ An Application of Neural Networks in Market Segmentation ”
نویسندگان
چکیده
Neural Networks (NN) have acquired great success, as they are one of the most rapidly expanding areas. Marketing and specifically Market Segmentation (MS) is one topic that NN can be a useful tool. This work presents an application of NN in MS. A Case Study (CS) in the market of mobile phones is used. In this scenario, a Mobile Company wants to predict what type of mobile phone people desire, in order to construct and promote. For this reason, a NN was developed using Matlab in order to predict the most suitable mobile phone for different mobile users. A great number of data were collected to train the NN. The decision capabilities of this NN were evaluated. Results show the potential of NN application in MS.
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