Marketing Analysis on Apparel Based on Neural Network

Abstract

In this paper the clustering analysis of the consumer's behaviors based on a neural network is proposed. The main objective is to model the experts’ classification of consumer's behaviors on apparel goods in terms of their attributes and tastes and then to realize the experts decision making based on a neural network. In the paper the attributes and tastes of consumers, and the classification of the consoumers provided by fashion experts are learned by a neural network model. The learning realizes the latent ability of complex and difficult clustering of consumers by their attributes and tastes which experienced experts have. The paper shows that this model can perform the same ability as fashion experts in the classification of consumers’ behaviors. © 1992, The Japan Research Association for Textile End-Uses. All rights reserved.