文章基本信息

标题：Brand Positioning and Segmentation of Sneakers through Multi-Dimensional Customer Experience Analysis
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作者：R. Senthilkumar ; B. RubanRaja ; Monisha 等
期刊名称：Journal of Scientific Research
印刷版ISSN：2070-0237
电子版ISSN：2070-0245
出版年度：2021
卷号：13
期号：2
页码：335-345
DOI：10.3329/jsr.v13i2.47841
出版社：Rajshahi University
其他摘要：A huge corpus of valuable information on customer experience is available as unstructured form in customer reviews on e-commerce websites. Multivariate data analysis techniques are effective in uncovering hidden patterns and segments in structured data. A major challenge is to convert the unstructured data into a structured form for applying multivariate techniques. In this article, we have provided a text analysis based approach coupled with multivariate techniques to uncover the sentiment of various features associated with different brands and to determine the brand positions and segments through perceptual mapping and cluster analysis.
关键词：Hierarchical clustering; Dendrogram; Multivariate analysis; Perceptual mapping.