The GNG neural network in analyzing consumer behaviour patterns: empirical research on a purchasing behaviour processes
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The GNG neural network in analyzing consumer behaviour patterns: empirical research on a purchasing behaviour processes realized by the elderly consumers Kamila Migdał-Najman1 · Krzysztof Najman1 · Sylwia Badowska2 Received: 17 July 2019 / Revised: 29 May 2020 / Accepted: 31 July 2020 © The Author(s) 2020
Abstract The paper sheds light on the use of a self-learning GNG neural network for identification and exploration of the purchasing behaviour patterns. The test has been conducted on the data collected from consumers aged 60 years and over, with regard to three product purchases. The primary data used to explore the purchasing behaviour patterns was collected during a survey carried out among the elderly students at the Universities of Third Age in Slovenia, the Czech Republic and Poland, in the years 2017–2018. Finally, a total of six different types of purchasing patterns have been identified, namely the ‘thoughtful decision’, the ‘sensitive to recommendation’, the ‘beneficiary, the ‘short thoughtful decision’, the ‘habitual decision’ and ‘multiple’ patterns. The most significant differences in the purchasing patterns of the three national samples have been identified with regard to the process of purchasing a smartphone, while the most repetitive patterns have been identified with regard to the purchasing of a new product. The results significantly support the GNG network’s validity for identification of consumer behaviour patterns. The application of this method allowed quick and effective to identify and segment consumers groups as well as facilitated the mapping of the differences among these groups and to compare the consumption behaviour expressed by consumers on different markets. The identified consumer purchase patterns may play a basic role for marketers to understand consumer behaviour and then propose tailored strategies in international marketing. Keywords GNG neural network · Consumer behaviour · Consumer purchasing pattern · Consumer 60 and over · Elderly · Smartphone Mathematics Subject Classification 68T07 · 91B42 · 90B60
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1 Introduction Contemporary global society is different from all the previous generations. This can be observed i.e. comparing the demographic structure of the world over the past hundred years. This first meaningful dissimilarity refers to the generation structure. Currently, the senior citizens have already marked their appearance on it significantly. For the first time in history, persons aged 65 or above outnumbered children under five years of age globally and by 2050, one in six people in the world will be over age 65 (16%) (UN 2019). Furthermore, for the first time in human history, we have to deal with as many as two generations of seniors, i.e. people over 60 years of age and in many cases still living their parents at the age of 80 and over. The growing number of senior citizens has also become a real challenge for the global economy. On the one hand, there increas
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