Sales of a brand are determined by measures such as how many customers buy the brand, how often, and how much they also buy other brands. Scanner panel operators routinely report these ‘‘brand performance measures’’ (BPMs) to their clients. In this position paper, we consider how to understand, interpret, and use these measures. The measures are shown to follow well-established patterns. One is...

A core goal for marketers is effective segmentation: partitioning a brand's or product's consumer base into distinct and meaningful groups with differing needs. Traditional segmentation data include factors like geographic location, demographics, and shopping history. Yet, research into the cognitive and affective processes underlying consumption decisions shows that these variables can improve...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision ...

Background: Accurate brain tissue segmentation from magnetic resonance (MR) images is an important step in analysis of cerebral images. There are software packages which are used for brain segmentation. These packages usually contain a set of skull stripping, intensity non-uniformity (bias) correction and segmentation routines. Thus, assessment of the quality of the segmented gray matter (GM), ...

a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...

This study aims to analyze segmentation, target market and position in the product marketing mix of executive clinic Oral Dental Hospital (RSGM) X Jakarta City. The method used is descriptive quantitative. results showed that segmentation analysis, most visits were women productive age, predominantly from outside DKI area, dominant payments out pocket insurance, type service was service. Target...

Data mining has a tremendous contribution for researchers to extract the hidden knowledge and information which have been inherited in the raw data. This study has proposed a brand new and practical fuzzy analytic network process (FANP) based weighted RFM (Recency, Frequency, Monetary value) model for application in K-means algorithm for auto insurance customers’ segmentation. The developed met...