Fuzzy Measurement for Durable Goods Market Segmentation
Józef Dziechciarz , Marta Dziechciarz-Duda
AbstractThe aim of the research is to apply the results of fuzzy measurement of consumer preferences on the durable goods market for customer segmentation. New phenomena on the durable goods market are manifested in consumer be-havior. As a result, the brand acts as the most important fea-ture while purchasing decisions are taken. Brand assessment by the consumer is associated with a complex evaluation pro-cess with several criteria, such as reliability, credibility, mo-dernity, and prestige. The important problem here is that as-sessment criteria for features which by their nature are im-measurable on metric scales are perceived differently by each respondent. Typical quantitative tools used to measure atti-tudes partly ignore this problem. An alternative approach that attempts to account for differences in the individual as-sessments by respondents is a measurement technique that relies on the use of fuzzy numbers. Conversion of linguistic expressions to form triangular fuzzy numbers allows for the differences in the assessments of individual respondents, and thus allows for better identification and representation of ac-tual consumer preferences. Classical, multivariate statistical analysis methods modified for fuzzy measurement results may be used for customer segmentation which takes into con-sideration the nature of the market for high-tech durables. Customer preferences towards the attributes associated with selected brands of durable goods are used for this task. In the study, a market data set on smartphone devices was used
|Journal series||Óbuda University e-bulletin, ISSN 2062-2872, (0 pkt)|
|Publication size in sheets||0.55|
|Keywords in English||linguistic variable, fuzzy measurement, fuzzy mul-tivariate statistical analysis, preferences study, smartphones brand attractiveness assessment|
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