Characteristic analysis of consumers using x-means clustering and principal component analysis

Abstract

　The advertisement is play important role in the marketing. Then It should be understanding in detail the customers in order to effective advertisement activity. This study will be clarified the characteristic of customers by three following approach. The first, because TV advertisement is very influential to the customers, this study focus on TV advertisement. Second, get the real marketing data from the company. Third, do analysis using these data from the approach of x-means clustering and principal component analysis.