Segmentation and Profiling of Customers of Arvand License Plate Registered Vehicles Using Neural Network Algorithm of Self-Organizing Maps Model

The emergence of car import market in Arvand Free Zone in Khuzestan province, has covered a significant share of car purchases in this vast province. The present study was conducted using artificial network algorithm of self-organizing maps model aiming at segmentation and profiling of customers of Arvand license plate registered vehicles. In order to identify the profile of customers and adopt an appropriate marketing strategy, the statistical population of this study was formed over 70,000 owners of Arvand license plate registered vehicles across the Khuzestan province. Using Morgan table, 384 people were selected as a sample by random sampling method, and a questionnaire was utilized to collect information. Research in the group was carried out with a quantitative method that was applied in terms of purpose, exploratory-survey in terms of nature, and also cross-sectional time wise. Data analysis was performed by self-organizing neural network analysis (SOM). Simultaneously, the demographic, psychological, and behavioral characteristics have also been considered to categorize customers. Based on the results, 3 sections including indifferent, conservative and loyal customers were identified and named. The validity and reliability of the study were also statistically confirmed. The results of this study show that demographic, psychological and behavioral variables have a decisive and special role in customer segmentation of Arvand license plate registered vehicles.