Lifestyle Segmentation Based on Contents of Uploaded Images Versus Ratings of Items

  • Ines DanielEmail author
  • Daniel Baier
Conference paper
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)


Clustering algorithms are standard tools for marketing purposes. So, e.g., in market segmentation, they are applied to derive homogeneous customer groups. However, recently, the available resources for this purpose have extended. So, e.g., in social networks potential customers provide images which reflect their activities, interests, and opinions. To compare whether contents of uploaded images lead to similar lifestyle segmentations as ratings of items, a comparison study was conducted among 478 people. In this paper we discuss the results of this study that suggests that similar lifestyle segmentations can be found. We discuss advantages and disadvantages of the new approach to lifestyle segmentation.


Hierarchical Cluster Analysis Feature Extraction Method Content Base Image Retrieval Enduring Belief Lifestyle Statement 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



This research is funded by Federal Ministry for Education and Research under grants 03FO3072. The author is responsible for the content of this paper.


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Copyright information

© Springer International Publishing Switzerland 2013

Authors and Affiliations

  1. 1.Institute of Business Administration and EconomicsBrandenburg University of Technology CottbusCottbusGermany

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