基于神经网络的昆明市牛奶品牌选择预测研究

Kunming Milk Brand Choice Prediction Research Based on Neural Network

摘要: 随着生活条件的提高，人们越来越注重饮食的健康，品牌意识越来越强。本文以牛奶品牌为例，研究了消费者如何进行品牌选择，讨论了消费者特征与最终选择的牛奶品牌之间的联系，结果显示品牌对于消费者的行为有较大的影响，消费者的性别、年龄、收入、文化程度、家庭结构与最终的品牌选择有很强的联系，可以采用BP神经网络模型来拟合这种关系，模型用于回判分析以及三折交叉检验均达到较好效果，准确率80%左右，为牛奶生产者与营销者提供一定的参考。

Abstract: With the improvement of living conditions, people pay more and more attention to the healthy diet, and their brand consciousness is stronger too. Taking the milk brand for an example, this paper studies the consumers how to make brand choice and discusses the connection between the con-sumer characteristics and the final choice of milk brand. The result shows that the brand has large influence on consumer behavior. Consumers’ gender, age, income, educational level and family structure have strong links with the final brand choice. And the BP neural network model fits the relationship well. Two tests of the model show about 80% of accuracy. The conclusion provides certain reference for milk producers and sellers.