Exploring Consumer Behaviour by Classification Methods
Exploring Consumer Behaviour by Classification Methods

Summary/Abstract: This article deals with classification in area of customers’ behaviour. The goal was to find a possibility how to classify respondents according to their personal information into classes based on their answers to factors from marketing survey. For classification are used sixty methods from Weka. In paper is described the process of classification and improvement of results by reduction of input variables and adjusting of parameters of particular methods. The article also discusses results which were achieved by application of these methods. For best classification cases closer analysis was performed. Based on the results of this paper can say, that use of classification methods in marketing research is reasonable because it can bring interesting information and reduce entropy.

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