Original scientific paper

SOCIO-DEMOGRAPHIC CHARACTERISTICS AS FACTOR OF CONSUMERS’ BEHAVIOR

Sanja Bijakšić ; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Brano Markić ; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina
Slavo Kukić ; Faculty of Economics, University of Mostar, Mostar, Bosnia and Herzegovina

Abstract

Knowledge management is a general framework, concept that comprises the knowledge discovery process, learning techniques and collection of data mining algorithms. The paper researches the possibilities and advantages of supervised learning and knowledge base within the whole knowledge management in the process of market research. Knowledge management is a general concept of organizing, extracting, deployment und using the knowledge within an organization. The final goal is addition of the new knowledge in all functional areas of organization and use of knowledge to achieve strategic advantages and realize the defined and accepted goals of the organization. The paper is focused on marketing and discovering customers’ behavior determined by their demographic characteristics. It is shown in the paper that the supervised learning and knowledge base as components of knowledge management may be successfully implemented in marketing in description and forecasting of customers’ behavior.

Keywords

marketing knowledge management supervised learning; knowledge base; customer behavior

Hrčak ID:

120461

URI

https://hrcak.srce.hr/120461

Publication date:

20.3.2014.

Article data in other languages: croatian

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