Identifying and Clustering of Target Customers of Green Products

Abstract

The number of consumers concerned about the environment is growing. Although the promotion of green products is recognized as a basic method for solving the waste crisis and improving the environment, resources for producing or serving green products are relatively limited, causing inconveniences and elevated prices for the consumer. Therefore, it becomes significant that those customers who are willing to sacrifice convenience in order to purchase higher priced green products be identified. Through the affirmation of target customers in an effective marketing system, enterprises can recycle used products efficiently, increase profits and successfully transmit advertising information to consumers who are disposed to buy green products. In this chapter, we apply data mining techniques to cope with this problem. After clustering the customers, a bi-objective nonlinear problem is constructed with multiple attribute utility theory; the target customers form the foundation of marketing.