APPLICATION OF KOHONEN MAPS FOR THE PRIORITIZATION OF MARKET AREAS: A PRACTICAL APPROACH

Harol Mauricio Gámez Albán, Juan Pablo Orejuela Cabrera, Oscar Ancizar Salas Achipiz, Juan José Bravo Bastidas

Abstract


This paper introduces a methodology based on neural networks to prioritize some market areas with a business approach. In this research, we try to resolve the uncertainty that exists in most organizations around the priority of a market area by conducting a search of the most relevant criteria businesses consider in order to assign priorities to certain clients. The problem is sustained by a lack of tools to estimate the priority of a market area and by the lack of an effective interface between logistics and marketing departments. To address this situation, we used Kohonen maps, a type of neural network that facilitates customer grouping and makes it possible to determine which of them most frequently impact the previously established priority criteria. Finally, three scenarios are proposed to validate the proposal made and see what behavior the neural networks have in terms of prioritizing marketing areas.


Keywords


Neural networks; Kohonen maps; Market areas; Logistic; Marketing

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