A rough cluster analysis of shopping orientation data

Voges, K., Pope, N. K. L. and Brown, M. (2003). A rough cluster analysis of shopping orientation data. In: G. Geursen, R. Kennedy and M. Tolo, ANZMAC 2003 Proceedings: A Celebration of Ehrenberg & Bass: Marketing Discoveries, Knowledge and Contribution. ANZMAC 2003, Adelaide, (1625-1631). 1-3 December, 2003.

Author Voges, K.
Pope, N. K. L.
Brown, M.
Title of paper A rough cluster analysis of shopping orientation data
Conference name ANZMAC 2003
Conference location Adelaide
Conference dates 1-3 December, 2003
Proceedings title ANZMAC 2003 Proceedings: A Celebration of Ehrenberg & Bass: Marketing Discoveries, Knowledge and Contribution
Place of Publication Adelaide, SA
Publisher University of South Australia
Publication Year 2003
Sub-type Fully published paper
Open Access Status
ISBN 0868039837
Editor G. Geursen
R. Kennedy
M. Tolo
Start page 1625
End page 1631
Total pages 7
Collection year 2003
Language eng
Abstract/Summary This paper describes the application of a new technique, rough clustering, to the problem of market segmentation. Rough clustering produces different solutions to k-means analysis because of the possibility of multiple cluster membership of objects. Traditional clustering methods generate extensional descriptions of groups, that show which objects are members of each cluster. Clustering techniques based on rough sets theory generate intensional descriptions, which outline the main characteristics of each cluster. In this study, a rough cluster analysis was conducted on a sample of 437 responses from a larger study of the relationship between shopping orientation (the general predisposition of consumers toward the act of shopping) and intention to purchase products via the Internet. The cluster analysis was based on five measures of shopping orientation: enjoyment, personalization, convenience, loyalty, and price. The rough clusters obtained provide interpretations of different shopping orientations present in the data without the restriction of attempting to fit each object into only one segment. Such descriptions can be an aid to marketers attempting to identify potential segments of consumers.
Subjects E1
350204 Marketing and Market Research
720401 Marketing
1505 Marketing
Keyword Rough clustering
Market segmentation
Q-Index Code E1

 
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Created: Fri, 24 Aug 2007, 10:08:11 EST