Conducting market segmentation and diagnostics of the consumer printed products by using methods of multivariate statistical analysis and artificial intelligence

摘要

The approaches to the construction methodology for market segmentation and consumer diagnostics, based on the joint application of multivariate statistical analysis and artificial neural networks. Solution to the problem is proposed to conduct market segmentation using Kohonen self-organizing map and subsequent refinement of the results using the k-means method, and the solution of the consumer diagnostics by using discriminant analysis and multilayer perceptron. The results of the comparative analysis of numerical experiments to address the challenges of market segmentation printed products and diagnostics of the new customer.