Multi-level association rules for MP3P marketing strategies based on extensive marketing survey data

Doo Min Kyun, So Young Sohn, Jong Seok Kim

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)11582-11588
Number of pages7
JournalExpert Systems with Applications
Volume36
Issue number9
DOIs
Publication statusPublished - 2009 Nov 1

All Science Journal Classification (ASJC) codes

  • Engineering(all)
  • Computer Science Applications
  • Artificial Intelligence

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