Customer segmentation for the automobile market. The use of artificial neural networks

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.

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.

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