Institutional Repository
Technical University of Crete
Technical University of Crete
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| URI: | http://purl.tuc.gr/dl/dias/D34591A9-7AB7-4A16-BB9A-F96580CB7879 | ||
| Year | 2025 | ||
| Type of Item | Diploma Work | ||
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| Bibliographic Citation | Charalampos Chavredakis, "Analysis of consumer behavior and satisfaction using analytics methods", Diploma Work, School of Production Engineering and Management, Technical University of Crete, Chania, Greece, 2025 https://doi.org/10.26233/heallink.tuc.102324 | ||
| Appears in Collections |
Companies in their efforts to improve and promote their products are led to customer satisfaction research as well as to analyze their behavior. The above actions help companies to understand how consumers choose the products they buy, what their needs are and what their opinion is about the products. In recent years, competition between companies has been increasing continuously, resulting in emphasis being placed on both product quality and consumer desires. In this specific work, consumer satisfaction with a widely used product, the car, will be studied. To collect data, a survey will be carried out using a questionnaire through which data will be collected on consumer purchasing behavior as well as their satisfaction with their car. For the analysis of purchasing behavior, data analysis methods, k-means, multi-criteria methods, such as MUSA (MUlticriteria Satisfaction Analysis) and MUSA – Kano will be used, the results of which will identify market segments, the level of customer satisfaction, the degree of importance of individual product characteristics and the level of customer demand. In addition, the results of the methods will identify the strengths and weaknesses of customer satisfaction as well as where improvement efforts should be focused per market segment.
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