Application of Unsupervised Artificial Neural Network (ANN) Self_Organizing Map (SOM) in Identifying Main Car Sales Factors

Abstract

Factors which attract customers and persuade them to buy new car are various regarding different consumer tastes. There are some methods to extract pattern form mass data. In this case we firstly asked passenger car marketing experts to rank more important factors which affect customer decision making behavior using fuzzy Delphi technique, then we provided a sample set from questionnaires and tried to apply a useful artificial neural network method called self_organizing map SOM to find out which factors have more effect on Iranian customer's buying decision making. Fuzzy tools were applied to adjust the study to be more real. MATLAB software was used for developing and training network. Results report four factors are more important rather than the others. Results are rather different from marketing expert rankings. Such results would help manufacturers to focus on more important factors and increase company sales level.