Who are our clients: consumer segmentation through explorative data mining
by Herna L. Viktor; Isis Peña; Eric Paquet
International Journal of Data Mining, Modelling and Management (IJDMMM), Vol. 4, No. 3, 2012

Abstract: The apparel industry aims to produce comfortable and aesthetically pleasing garments that fit populations well. However, repeated studies of apparel customers' levels of satisfaction indicate that their needs are often not being met. In order to produce better fitting clothes, it is crucial to understand the body profiles of typical consumers. Exploring the demographic profiles of correctly identified customer segments holds obvious benefit for production, marketing and ensuring return on investments. To this end, we explore a database, containing anthropometric measurements, demographic profiles and 3-D body scans, of samples of the North American, Italian and Dutch populations. Through the use of objective interestingness measures-based feature selection and feature extraction, we accurately discover the relevant subsets of body measurements that require special care when designing clothes. Furthermore, we apply association analysis to the demographic data, in order to target customers and thus potentially defining new market opportunities.

Online publication date: Sat, 23-Aug-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Data Mining, Modelling and Management (IJDMMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com