Modelling of consumer confidence generating, based on cluster analysis

Authors

DOI:

https://doi.org/10.15587/2312-8372.2015.56923

Keywords:

cluster analysis, segmentation, cluster profile, cluster capacity, consumer confidence, PR-strategy

Abstract

This article presents the application of cluster analysis to marketing strategy development for company products promotion. The objectives of this work are consumers segmentation, identification of internal patterns and making recommendations for each target group. The mechanism of consumers segmentation based on k-means clustering method. Validation of method choice, splitting the initial data on training and test sets are described, along with choice of input and output fields for iterative process of clustering. For each of resulting clusters, its features are analyzed and its substantial interpretation is given. Based on received data, recommendations are issued to a pharmaceutical company PR-strategy development aimed to each consumer target group as to confidence generation to manufactured medicines. The received results allow to build PR-activities aimed to effective formation of customer positive attitude and loyalty.

Author Biography

Ольга Владимировна Дьячкова, V. N. Karazin Kharkiv National University, Svobody sq., 4, Kharkiv, Ukraine, 61022

Department of Mathematical Methods in Economics

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Published

2015-11-26

How to Cite

Дьячкова, О. В. (2015). Modelling of consumer confidence generating, based on cluster analysis. Technology Audit and Production Reserves, 6(5(26), 20–24. https://doi.org/10.15587/2312-8372.2015.56923

Issue

Vol. 6 No. 5(26) (2015): Problems of macroeconomics and socio-economic development. Economics and management of enterprise

Section

Economic Cybernetics: Original Research

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Copyright (c) 2016 Ольга Владимировна Дьячкова

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