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

Doo Min Kyun; So Young Sohn; Jong Seok Kim

doi:10.1016/j.eswa.2009.03.033

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

Doo Min Kyun, So Young Sohn, Jong Seok Kim

Department of Industrial Engineering

Research output: Contribution to journal › Article › peer-review

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 language	English
Pages (from-to)	11582-11588
Number of pages	7
Journal	Expert Systems with Applications
Volume	36
Issue number	9
DOIs	https://doi.org/10.1016/j.eswa.2009.03.033
Publication status	Published - 2009 Nov

Bibliographical note

Funding Information:
This research was financially supported by the Ministry of Knowledge Economy (MKE) and Korea Industrial Technology Foundation (KOTEF) through the Human Resource Training Project for Strategic Technology (No. O01-i11).

All Science Journal Classification (ASJC) codes

Engineering(all)
Computer Science Applications
Artificial Intelligence

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10.1016/j.eswa.2009.03.033

Cite this

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title = "Multi-level association rules for MP3P marketing strategies based on extensive marketing survey data",

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.",

author = "Kyun, {Doo Min} and Sohn, {So Young} and Kim, {Jong Seok}",

note = "Funding Information: This research was financially supported by the Ministry of Knowledge Economy (MKE) and Korea Industrial Technology Foundation (KOTEF) through the Human Resource Training Project for Strategic Technology (No. O01-i11). ",

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AU - Kyun, Doo Min

AU - Sohn, So Young

AU - Kim, Jong Seok

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AB - 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.

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

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

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