Abstract:
We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation is based before describing the methodology. The method, using neural nets, as presented here aims to eliminate the redundancy in the data and automatically weight the variables in order to cluster the buyers in segments homogeneous to their product expectancies. The last part describes the results of this method in the automobile market realized for the Peugeot-Citroen group.
Research Papers
Modelling with neural nets
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Pierre Marie Windal, Nathalie Gouenard, Christine Oneto
 
September 1, 1998
Research Papers
Data mining VS. conventional analysis
Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Author: Luiz Sá Lucas
 
September 1, 1998
Magazines
Revue Française du Marketing 2000 (N. 179/180)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
April 1, 2000
