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首页> 外文期刊>International journal of knowledge-based and intelligent engineering systems >Fuzzy rule based cluster analysis to segment consumers' preferences to eco and non-eco friendly products
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Fuzzy rule based cluster analysis to segment consumers' preferences to eco and non-eco friendly products

机译：基于模糊的规则基于集群分析，将消费者的偏好分段为生态和非生态友好产品

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Environment protection and basic health improvement of all social communities is now considered as one of the key parameters for the development. It has become a responsibility for both industry and academia to optimize the usage of finite natural resources and preserve them. Efficient promotion and strategic marketing of Eco Friendly products can contribute to this development. It is important to consider any market as a heterogeneous mix, which requires well-organized and intelligent split or segmentation. A survey was conducted in Kolkata, metropolitan city in India, through a structured questionnaire to measure Perceived Environmental Knowledge, Perceived Environmental Attitude and Green Purchase Behavior associated to 18 product categories identified by Central Pollution Control Board for Eco Mark Scheme, 2002. Two hundred and twenty three data inputs from the respondents were analysed for this study. Here in this study a fuzzy rule based clustering technique was performed to segregate customers into two sections considering three parameters like Perceived Environmental Knowledge, Perceived Environmental Attitude and Green Purchase Behavior associated to Eco friendly product, which acts as an input variable. The rule base has linguistic variables like Significantly High, Little High, Medium, Little Low and Significantly Low and output as "Eco friendly" or "Non-ecofriendly" consumers. A set of 5 x 5 x 5 = 125 rules were developed for output determination. They were designed manually and the method is applied for detection of a set of good rules. Thirteen such good rules were identified through Fuzzy Reasoning Tool, which can lead to better Decision Making and facilitate the marketers to develop strategy and take up effective marketing decisions.
机译：所有社会社区的环境保护和基本健康改善现在被视为发展的关键参数之一。它已成为行业和学术界的责任，以优化有限自然资源的使用并保存它们。 ECO友好产品的高效促销和战略营销可以促进这种发展。重要的是要将任何市场视为异构组合，这需要良好组织和智能的分割或分割。在印度大都市城市加尔各答，通过结构化问卷调查，以衡量与中央污染控制委员会的中央污染控制委员会的18个产品类别相关的环境知识，感知环境态度和绿色购买行为，2002年。二百和对受访者的二十三个数据输入进行了本研究。在此研究中，执行模糊规则的聚类技术，以便将客户分为两节，考虑到与生态友好产品相关的感知环境知识，感知环境态度和绿色购买行为，这是一种充当输入变量。规则基础具有语言变量，如显着高，高，中，较小，较小，低，显着低，输出为“生态友好”或“非生态友好”的消费者。为输出确定开发了一组5 x 5 x 5 = 125规则。它们是手动设计的，该方法用于检测一组好规则。通过模糊推理工具确定了十三个这样的良好规则，这可能导致更好的决策，并促进营销人员制定战略并占用有效的营销决策。

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