1 دانشگاه تهران، تهران، ایران
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
3 دانشجوی دکتری تحقیق در عملیات، دانشگاه تهران، تهران، ایران
عنوان مقاله [English]
Market segmentation by artificial neural networks has no deep root in the history. Generally, this ever developing approach has started since several years ago, and developed to other marketing areas. Now, beside statistical techniques, it is considered as one of the most popular methods in Custamer classification.
In Due to the necessity of recognizing the target market for a specific company, a need for the usage of an effective approach for customers grouping was recognized, in the Present research, and finally cluster analysis with SOM neural networks, was selected, and used for customers clustering.
Firstly, beneficent criteria for market segmentation were identified, and then a proper, questionnaire was designed. After gathering the questionnaires and collecting the data, using artificial neural networks, the customers were clustered, and the obtained, results were analyzed. At the end, the Findings of this method were compared with those of the traditional methods for clusteringusing K-means.