Authors : Mansour Momeni, Sahar Yazdani and Maryam Faridi Khorshidi
Abstract: Segmentation in the form of a managerial philosophy is based on micro-economy theory and tendency to customer requirements and is one of the most fundamental concepts in new marketing. Market segmentation includes the view to a heterogeneous market as some smaller homogenous markets in response to various preferences of product among important sectors of market. Today, companies are obliged to recognize the customers and planning for them. This study applied fuzzy clustering and separated customers of Golestan Company. The study was performed on 1589 samples of customers of Golestan Company in Kerman Province and two clusters of customers were identified by Silhouette coefficient. Then, membership degree of each object was achieved for total customers and separated cash and non-cash customers by Matlab Software. Finally, the statistical feature of each cluster was determined by SPSS Software. The result of this study helped the analysis of behavior of customers and selection of suitable policies of each cluster.
Mansour Momeni, Sahar Yazdani and Maryam Faridi Khorshidi, 2016. Clustering Customers by C-Mean Method (Case Study: Golestan Company). International Business Management, 10: 1406-1413.