Usage of cluster analysis in consumer behavior research

摘要

This article discusses a case study that deals with the application of clustering methods in data mining research in consumer behavior in the food market. The data obtained questionnaire survey of the Institute of Marketing and Trade of Faculty of Business and Economics of Mendel University in Brno are applied to different types of cluster analysis algorithms to find market segments. The aim of this study is to identify the possibilities of these methods in the issues and describe their suitability or unsuitability for solving such problems.