Free Access
Issue |
E.J.E.S.S.
Volume 14, Number 1, 2000
Neural Models in Economy and Management Science
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Page(s) | 93 - 108 | |
DOI | https://doi.org/10.1051/ejess:2000111 |
DOI: 10.1051/ejess:2000111
European Journal of Economic and Social Systems 14 N 1 (2000) 93-108
A bio-mimetic approach to marketing segmentation: Principles and comparative analysis
Jacques-Marie Aurifeille
The FACIREM & GREGEOI labs., University of La Reunion.
E-mail: Aurifeil@univ-reunion.fr
Abstract:
A regression algorithm is proposed for partitioning a population
into clusters characterised by homogeneous models and predictions. This
algorithm, Typren, is based on the hybridisation of a genetic algorithm with
linear regression. An empirical illustration is provided, using real marketing
data, which compares Typren with the fuzzy clustering approach, Glimmix, based
on a regression mixture model. Typren provides better predictivity and better
within-cluster homogeneity of predictions. However, the results are slightly
less robust compared to Glimmix.
Keywords: Segmentation, clusterwise regression, genetic algorithms
Copyright EDP Sciences 2000