Asian Science Citation Index is committed to provide an authoritative, trusted and significant information by the coverage of the most important and influential journals to meet the needs of the global scientific community.  
ASCI Database
308-Lasani Town,
Sargodha Road,
Faisalabad, Pakistan
Fax: +92-41-8815544
Contact Via Web
Suggest a Journal
Expert Systems with Applications
Year: 2009  |  Volume: 36  |  Issue: 9  |  Page No.: 11582 - 11588

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

Doo Min Kyun, So Young Sohn and Jong Seok Kim    


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.

View Fulltext    |   Related Articles   |   Back
  Related Articles

Copyright   |   Desclaimer   |    Privacy Policy   |   Browsers   |   Accessibility