کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
386639 | 660889 | 2009 | 7 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Multi-level association rules for MP3P marketing strategies based on extensive marketing survey data
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
هوش مصنوعی
پیش نمایش صفحه اول مقاله
چکیده انگلیسی
This study analyzes the purchase patterns of MPEG Audio Layer-3 Players (MP3) customers in Korea. Factor analysis, clustering, and association rules are used to find the purchase patterns of segmented groups. From our analysis, 7 major factors were identified: technique, business, stylishness, rationale, late adaptor, pragmatic propensity, and music. Based on these factors and demographic data, six types of user groups are identified. Subsequently, we identify the chain of purchase processes of each cluster of customers. Finally, we propose target marketing strategies for segmented groups. We expect that our study results can provide direction for marketing and public relations strategies for MP3P manufacturers.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Expert Systems with Applications - Volume 36, Issue 9, November 2009, Pages 11582–11588
Journal: Expert Systems with Applications - Volume 36, Issue 9, November 2009, Pages 11582–11588
نویسندگان
Doo Min Kyun, So Young Sohn, Jong Seok Kim,