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http://dx.doi.org/10.9728/dcs.2012.13.3.385

Application of data mining techniques for finding customer-oriented product market segments  

Kim, Jong-Ho (경성대학교 경영정보학과)
Publication Information
Journal of Digital Contents Society / v.13, no.3, 2012 , pp. 385-392 More about this Journal
Abstract
The definition of the product market in a supplier's point of view can cause various problems in the market activities of companies because specific situations are excluded and the consideration for discontinuity is lacking by identifying segmented markets with processes, raw materials, the similarity of product functions and so forth. Furthermore, as this definition is static and general, it is difficult to express and predict the dynamic market changes. Meanwhile, customer-oriented market segment can be obtained by grouping substitutable products and related customers in the situation pursuing specific benefits. This definition of the product market enables us to find threats and opportunities emerging in markets and promotes effective performance assessments and resource allocation. The purpose of this paper is suggesting a framework to select data mining techniques proper for the customer data characteristics to identify customer oriented product market.
Keywords
Customer-Oriented Market Segmentation; Data Mining;
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