Abstract
The ”Self-Organizing (Feature) Map” methodology as proposed by Kohonen (1982) is employed in the context of simultaneous competitive market structure and segmentation analysis. In a demonstration study using brands preferences derived from household panel data, the adaptive algorithm results in a mapping of topologically ordered prototypes of brand choice patterns at the segment-level. Furthermore, validity aspects are discussed and the results are compared with those derived from a more traditional method.KeywordsPrivate LabelBrand ChoiceBrand PreferenceCompetitive Market StructureClusterwise RegressionThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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