Combine correspondence analysis and data-mining to conduct purchase forecasting and market segmentation for smart watches
|關鍵字:||資料採礦;粗糙集理論;關聯規則;對應分析;購買預測;市場區隔;data-mining;rough set theory;association rules;correspondence analysis;purchase forecasting;market segmentation|
Recently, new kinds of smart devices are invented and sold to the market rapidly, and we witness a rise of wearable devices. Since the release of smart watches by companies in 2013, we found that the sales of most products are below expected. We thought that the fundamental reason is that smart watches are still in the introduction stage of its product life cycle, and the market demand is still ambiguous. In order to find the demand of smart watches, this study use data mining techniques to find the potential consumers’ background and the key attributes which cause them to purchase. And this study also recommends attribute portfolio for different segment of market. This study conducts rough set theory to investigate the relation of consumer lifestyle, preference and purchase decision. We found out that, in average, the potential customers use their smart devices for 2~4hours and most of them have smart phones. In the future, producers can develop new products focus on this type of customers. And we also found out that our potential customers prefer electronic paper display, GPS receiver, waterproof, speech recognition and touch panel. This study suggest industry firms to take these five attributes as the core functions and these are the most attractive functions to induce customer purchase. Furthermore, this study conduct association rules and correspondence analysis to discuss customers’ attributes preference and attributes perception. According to our research, first, we suggest to use pedometer, chest strap and thermometer to be the primary function for sport market. And under the permission of cost and technology, firm can add digital compass function. Second, companies can use audio recording and as their primary function of business market, and other recommended functions are identity recognition, Supporting MP3 and digital compass function. Third, the primary function of healthcare market is gravity sensor, and other functions such as chest strap, thermometer, barometer, identity recognition and digital compass are also recommended. Under these attribute portfolio, developers and sellers can set their own plans due to their target market.