ENHANCING CONSUMER MARKET BEHAVIOR ANALYSIS BY DATA MINING TECHNIQUES

Abstract

As our Mahatma Gandhi in his speech at South Africa mentioned, Every Business depends on the satisfaction of the customer only.  Every organization is working towards satisfying the customer only in every aspect. Cleansing industry with Global, National and small scale players dominates the Fast Moving Consumer Goods (FMCG) market.  Even though toilet soap is one of the staple products, the awareness towards its quality seems to be lacking.  Based on the Total Fatty Matters (TFM) in soap, the quality of the soap is being decided.  A perlustration on the factors influencing customers to purchase particular toilet soap was conducted with a team of members in the Coimbatore district in TamilNadu, India.  Primary data was collected from 1500 sample respondents through questionnaire those who have visited shops in our study area to purchase toilet soap. Now-a-days, Data mining plays an important role in market analysis.  Data mining based F-means clustering method is used to analyze the result.  It is found that consumer has given importance for the quality and prefers branded coconut oil when compared to others.