RESEARCH ON THE CLUSTERING OF CUSTOMERS CONSUMING DOMESTIC FASHION PRODUCTS OF COMPANY LIMITED COMTEC

Abstract

Understanding consumer needs and characteristics to well meet the fashion product needs of target
customers plays a very important role for Vietnamese garment companies that consume products in the
domestic market. This article presents the results of research on clustering consumers of domestic fashion
products of a garment company (Company Limited Comtec). Sales data at a company's main store for one
year was collected and the K-means clustering algorithm was applied to cluster customers. Three
customer clusters have been identified along with statistical indicators showing the fashion product
consumption characteristics of each cluster. The optimal model showing the relationship between the
number of purchases, number of products and age with the customer's spending on fashion products is
also determined using the Bayesian Model Average.