Classification Methods in Predicting the Consumers' the Response to New Product Types

International Multi-Conference on Industrial Engineering and Modern technologies

Derkanosova, N.M.^1 ; Shurshikova, G.V.^2 ; Vasilenko, O.A.^1

Voronezh State Agricultural University Named after Emperor Peter i, Michurina St. 1, Voronezh

394087, Russia^1

Voronezh State University, University Square, 1, Voronezh

394018, Russia^2

关键词: Batch production;    Classification methods;    Consumer market;    Indicator values;    Natural colorants;    Quality levels;    Retail organizations;    Solving algorithm;   

Others  :  https://iopscience.iop.org/article/10.1088/1757-899X/463/4/042103/pdf
DOI  :  10.1088/1757-899X/463/4/042103

来源: IOP

【 摘 要 】

In order to predict the consumers' response to new product types and development of marketing means for their promotion the task of definition of the closest analogues of the designed item samples. The task was carried out based on the example of whipped confectioneries. The 100-point estimate scale was preliminarily designed for assessment of the marsh-mallow quality together with the description of the quality levels. An expert sensory analysis was performed for 15 anonymized marshmallow samples obtained from retail organizations and 2 experimental ones manufactured with the use of natural colorants produced of amaranth leaves. The k-average method was used for solving the set task in suggestion, that the consumer would instinctively divide all products within the market into two types: "good" that he will "definitely buy" and "bad" that he "will not buy". The task solving algorithm was suggested that includes standardization of the indicator values, sample division into two types ("bad" and "good" using the k-average method), repeated clustering, division of the type containing the experimental marshmallow samples in order to further definition of the closes analogues. It was found that the analogues of the experimental marshmallow samples are represented by the products of batch production from popular manufacturers, which allowed the expectation of successful promotion of the new products to the consumer market.