The aim of the research is to apply the results of fuzzy measurement of consumer preferences on durable goods market for customer segmentation. New phenomena on durable goods market manifest itself in consumer behaviour. As a result, the brand acts as the most important feature while purchasing...

Cluster analysis is unique tool, which can be widely applied on marketing area. Multidimensional statistical methods often find practical use to marketing research area. The primary use of cluster analysis in marketing has been for market segmentation. The paper is attempting at shoving...