Asian Research Thesis Index

Abstract

In the recent years, on the social media, the consumer perceptions are very necessary components of brand equity and marketing strategy. Normally, cluster analysis of different brand names is done in supermarkets and in huge- scale retail sector organizations. Clustering of brand names is a common technique for identification of different groups of brand names with maximum effectiveness and similarities. For example, items of different brand name regularly purchased together are located in one place on the shelf of a retail store. There are different techniques used for clustering. Among these techniques, the agglomerative hierarchical clustering technique builds a cluster hierarchy that is commonly displayed as a tree diagram called a dendrogram.
In this study, I proposed a methodology for brand name clustering after collecting data from social media like Twitters. Data of garment products from Twitter is collected for experiments.In order to cluster the brand names, I calculated the distance of paired brand names based on the total number of occurrences of paired brands names mentioned together. Hierarchical clustering is used to find similarities among brand names. Finally, clusters of brand names are visualized through dendrogram. The dendrogram clearly shows the maximum similarities among brand names.

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