SOCIO-DEMOGRAPHIC CHARACTERISTICS AS FACTOR OF CONSUMERS’ BEHAVIOR

Knowledge management is a general framework, concept that comprises the knowledge discovery process, learning techniques and collection of data mining algorithms. The paper researches the possibilities and advantages of supervised learning and knowledge base within the whole knowledge management in the process of market research. Knowledge management is a general concept of organizing, extracting, deployment und using the knowledge within an organization. The final goal is addition of the new knowledge in all functional areas of organization and use of knowledge to achieve strategic advantages and realize the defined and accepted goals of the organization. The paper is focused on marketing and discovering customers’ behavior determined by their demographic characteristics. It is shown in the paper that the supervised learning and knowledge base as components of knowledge management may be successfully implemented in marketing in description and forecasting of customers’ behavior. Sažetak Upravljanje znanjem je opći okvir, koncept koji obuhvaća proces otkrivanje znanja, tehnike učenja i skup algoritama data mininga. Rad istražuje mogućnosti i prednosti nadziranog učenja i baze znanja unutar cjeline upravljanja znanjem u procesu istraživanja tržišta. Upravljanje znanjem je koncept organiziranja, ekstrakcije, distribucije i uporabe znanja unutar organizacije. Krajnji cilj je dodavanje novih znanja u svim funkcijskim područijima i uporabe tog znanja radi postizanja strategijskih prednosti i realizacije definiranih i prihvaćenih ciljeva organizacije. Rad se fokusira na marketing i otkrivanje ponašanja kupaca određeno njihovim demografskim obilježjima.U radu je pokazano da nadzirano učenje i baza znanja kao komponente upravljanja znanjem se mogu uspješno implementirati u marketingu za opisivanje i predviđanje ponašanja kupaca.