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A Market Segmentation Scheme Based on Customer Information and QAP Correlation between Product Networks
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 Title & Authors
A Market Segmentation Scheme Based on Customer Information and QAP Correlation between Product Networks
Jeong, Seok-Bong; Shin, Yong Ho; Koo, Seo Ryong; Yoon, Hyoup-Sang;
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 Abstract
In recent, hybrid market segmentation techniques have been widely adopted, which conduct segmentation using both general variables and transaction based variables. However, the limitation of the techniques is to generate incorrect results for market segmentation even though its methodology and concept are easy to apply. In this paper, we propose a novel scheme to overcome this limitation of the hybrid techniques and to take an advantage of product information obtained by customer`s transaction data. In this scheme, we first divide a whole market into several unit segments based on the general variables and then agglomerate the unit segments with higher QAP correlations. Each product network represents for purchasing patterns of its corresponding segment, thus, comparisons of QAP correlation between product networks of each segment can be a good measure to compare similarities between each segment. A case study has been conducted to validate the proposed scheme. The results show that our scheme effectively works for Internet shopping malls.
 Keywords
Market segmentation;Product network;Hierarchical agglomerative clustering;QAP correlation;
 Language
Korean
 Cited by
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