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《Journal of Guangxi Normal University(Natural Science Edition)》 2009-03
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Application of GA-based K-means Clustering Analysis in Customer Psychology

YU Jia-yuan(School of Education Science,Nanjing Normal University,Nanjing 210097,China)  
For the purpose of extending distribution,enterprise must know the customer needs by the clustering based on market subdivision.Traditional K-means clustering analysis is sensitive to the initial central points.Due to the advantage of global search ability of genetic algorithm,which can overcome the shortage of the traditional cluster method.The GA-based K-means clustering analysis was used to treat the data from 86 undergraduate who were unwilling to buy a certain brand instant noodle.The results showed males were dissatisfied with the appearance and quantity of noodle,while females were dissatisfied with the flavor and appearance.It will be helpful for the enterprise to improve the product design.
【Fund】: 国家社会科学基金“十一五”规划资助项目(BBA080050)
【CateGory Index】: B849
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