Multi-level association rules for MP3P marketing strategies based on extensive marketing survey data

Authors:
Doo Min Kyun;So Young Sohn;Jong Seok Kim
Affiliations:
Dept. of Information and Industrial Engineering, Yonsei University, 134 Shinchon-dong, Seoul, Republic of Korea;Dept. of Information and Industrial Engineering, Yonsei University, 134 Shinchon-dong, Seoul, Republic of Korea;Dept. of Information and Industrial Engineering, Yonsei University, 134 Shinchon-dong, Seoul, Republic of Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2009

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Abstract

This study analyzes the purchase patterns of MPEG Audio Layer-3 Players (MP3) customers in Korea. Factor analysis, clustering, and association rules are used to find the purchase patterns of segmented groups. From our analysis, 7 major factors were identified: technique, business, stylishness, rationale, late adaptor, pragmatic propensity, and music. Based on these factors and demographic data, six types of user groups are identified. Subsequently, we identify the chain of purchase processes of each cluster of customers. Finally, we propose target marketing strategies for segmented groups. We expect that our study results can provide direction for marketing and public relations strategies for MP3P manufacturers.