Abstract: This paper presents a new growing neural network for
cluster analysis and market segmentation, which optimizes the size
and structure of clusters by iteratively checking them for multivariate
normality. We combine the recently published SGNN approach [8]
with the basic principle underlying the Gaussian-means algorithm
[13] and the Mardia test for multivariate normality [18, 19]. The new
approach distinguishes from existing ones by its holistic design and
its great autonomy regarding the clustering process as a whole. Its
performance is demonstrated by means of synthetic 2D data and by
real lifestyle survey data usable for market segmentation.