Model for the planning of product demand based on market segmentation

  • Palacio López, Sandra Milena (PI)
  • MONTILLA MUELLE, MARÍA FERNANDA (Research Assistant (Undergraduate Student))
  • MORALES GUERRERO, JERSSON DAVID (Research Assistant (Undergraduate Student))
  • PAREDES GARCÍA, MANUEL FERNANDO (Research Assistant (Undergraduate Student))
  • VELÁSQUEZ ARGAEZ, ALISON JISETH (Research Assistant (Undergraduate Student))
  • Restrepo Vargas, Estefany Andrea (Research Assistant (Undergraduate Student))

Project Details


It is proposed to design a model for demand planning based on the combination of approaches that have not been previously considered separately for the segmentation of markets: the analysis of structural equations and clustering (analysis of conglomerates). in this study, we propose different markets for a single product applied to a case study, without taking distribution channels into account. the option to study the different markets of a single product justifies the complexity of the study.


Design a model for demand planning based on market segmentation based on clustering techniques and structural equations. define the product under study through exploratory research techniques. identify the variables and the latent factors and their respective indicators for the construction of the model of structural equations. estimate the model of structural equations that allows explaining the behavior of the target market. identify the variables and measures of association of the clusters or conglomerates to be studied. apply the cluster analysis for the description of the homogeneity in each segment and determine the difference between each one.determine the significant relationships between both analyzes that allow determining the strategies for the model of product demand planning.

Expected results

Article isi / scopus, 1 submitted. udem undergraduate student and itm undergraduate student. national / international report it differentiates first in the characteristics of the study variables, that is, it is a specific investigation for the aburra valley consumer applied in one of the most significant clusters for the economy of the department. secondly, the study integrates two data analysis techniques: the multivariate analysis from which the research model will be established; the cartographic as a visual support to the research model. this technique has been little explored and has focused mostly on the classification of the attributes of a product.
Effective start/end date5/07/1630/01/18


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