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Erschienen in:
2006 | OriginalPaper | Buchkapitel
Learning the Reasons Why Groups of Consumers Prefer Some Food Products
verfasst von : Juan José del Coz, Jorge Díez, Antonio Bahamonde, Carlos Sañudo, Matilde Alfonso, Philippe Berge, Eric Dransfield, Costas Stamataris, Demetrios Zygoyiannis, Tyri Valdimarsdottir, Edi Piasentier, Geoffrey Nute, Alan Fisher
Erschienen in: Advances in Data Mining. Applications in Medicine, Web Mining, Marketing, Image and Signal Mining
Verlag: Springer Berlin Heidelberg
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In this paper we propose a method for learning the reasons why groups of consumers prefer some food products instead of others of the same type. We emphasize the role of groups given that, from a practical point of view, they may represent market segments that demand different products. Our method starts representing in a metric space people preferences; there we are able to define similarity functions that allow a clustering algorithm to discover significant groups of consumers with homogeneous tastes. Finally in each cluster, we learn, with a SVM, a function that explains the tastes of the consumers grouped in the cluster. Additionally, a feature selection process highlights the essential properties of food products that have a major influence on their acceptability. To illustrate our method, a real case of consumers of lamb meat was studied. The panel was formed by 773 people of 216 families from 6 European countries. Different tastes between Northern and Southern families were enhanced.