Customer Segmentation for the Automobile Market. The use of Artificial Neural Networks
Grard Yahiaoui and Da Silva DiasNexyad S.A., France
Marie de Saint BlancardPeugeot-Citron, France
INTRODUCTION
Having a segmentation based on buyers' expectancies is an essential part of developing an effective strategy for one's product. In the automobile market, for instance, any useful segmentation scheme should allow us to differentiate within a given size category those customers who put economy first from those who seek performance, or those who prefer classical style from those more open to originality and innovative design.
Unfortunately, it is difficult to...