Measuring Customer Purchasing Behavior based on Apriori Algorithm for Creating an Efficient Marketing Strategy

Murat Akcıl; Serap Akcan

Makale detayları

Measuring Customer Purchasing Behavior based on Apriori Algorithm for Creating an Efficient Marketing Strategy

Yazarlar:

Murat Akcıl | Serap Akcan

Yayıncı:

Cukurova University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Çukurova Üniversitesi Mühendislik Fakültesi Dergisi Vol.38 Issue 3, pp.751-764

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001301557

pISSN:

2757-9255

Anahtar kelimeler:

Özet:

 Due to technological developments and competitive conditions, it is becoming more and more important to gain customers and keep them. Association rules are one of the methods used effectively to determine which products and services are more important and preferred by customers together. The aim of this study is to determine the types of patterns purchased by a company operating in the forest products sector, using the data of decor paper, which affects the cost the most, is used extensively in production and is difficult to plan. This study was carried out with the Apriori algorithm in WEKA, which is widely used in association analysis. It is thought that the association rules obtained from this study will enable the firm to determine the purchasing behaviors of its customers by revealing the overseas model trends and associations. In addition, this study will shed light on the company at the stage of determining the marketing strategy of the company.

 Due to technological developments and competitive conditions, it is becoming more and more important to gain customers and keep them. Association rules are one of the methods used effectively to determine which products and services are more important and preferred by customers together. The aim of this study is to determine the types of patterns purchased by a company operating in the forest products sector, using the data of decor paper, which affects the cost the most, is used extensively in production and is difficult to plan. This study was carried out with the Apriori algorithm in WEKA, which is widely used in association analysis. It is thought that the association rules obtained from this study will enable the firm to determine the purchasing behaviors of its customers by revealing the overseas model trends and associations. In addition, this study will shed light on the company at the stage of determining the marketing strategy of the company.

 Due to technological developments and competitive conditions, it is becoming more and more important to gain customers and keep them. Association rules are one of the methods used effectively to determine which products and services are more important and preferred by customers together. The aim of this study is to determine the types of patterns purchased by a company operating in the forest products sector, using the data of decor paper, which affects the cost the most, is used extensively in production and is difficult to plan. This study was carried out with the Apriori algorithm in WEKA, which is widely used in association analysis. It is thought that the association rules obtained from this study will enable the firm to determine the purchasing behaviors of its customers by revealing the overseas model trends and associations. In addition, this study will shed light on the company at the stage of determining the marketing strategy of the company.

 Teknolojik gelişmeler ve rekabet koşulları nedeniyle müşteri kazanmak ve elde tutmak giderek daha önemli hale gelmektedir. Birliktelik kuralları, hangi ürün ve hizmetlerin müşteriler tarafından birlikte daha önemli ve tercih edildiğinin belirlenmesi amacıyla etkin olarak kullanılan yöntemlerden biridir. Bu çalışmanın amacı, orman ürünleri sektöründe faaliyet gösteren bir firmanın, maliyeti en çok etkileyen, üretimde yoğun olarak kullanılan ve planlanması zor olan dekor kağıdı verilerini kullanarak, satın aldığı desen türlerinin belirlenmesidir. Bu çalışma, birliktelik analizinde yaygın olarak kullanılan WEKAdaki Apriori algoritması ile gerçekleştirilmiştir. Bu çalışmadan elde edilen birliktelik kurallarının firmanın yurt dışı model trendlerini ve birlikteliklerini ortaya çıkararak müşterilerinin satın alma davranışlarını belirlemesine olanak sağlayacağı düşünülmektedir. Ayrıca bu çalışma firmanın pazarlama stratejisini belirleme aşamasında firmaya ışık tutacaktır.

Makale detayları

Measuring Customer Purchasing Behavior based on Apriori Algorithm for Creating an Efficient Marketing Strategy

Yazarlar:

Murat Akcıl | Serap Akcan

Yayıncı:

Cukurova University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Çukurova Üniversitesi Mühendislik Fakültesi Dergisi Vol.38 Issue 3, pp.751-764

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001301557

pISSN:

2757-9255

Big data

Data mining

Association rules

Apriori algorithm

Market basket analysisBüyük veri

Veri madenciliği

Birliktelik kuralları

Apriori algoritması

Pazar sepeti analizi

Sayı

Makale detayları

Yazarlar: Murat Akcıl | Serap Akcan

Yayıncı: Cukurova University

Ana Başlıklar: Endüstri Mühendisliği

Dergi: Çukurova Üniversitesi Mühendislik Fakültesi Dergisi Vol.38 Issue 3, pp.751-764

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001301557

pISSN: 2757-9255

Sayı

Yazarlar:

Murat Akcıl | Serap Akcan

Yayıncı:

Cukurova University

Ana Başlıklar:

Endüstri Mühendisliği

Dergi:

Çukurova Üniversitesi Mühendislik Fakültesi Dergisi Vol.38 Issue 3, pp.751-764

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001301557

pISSN:

2757-9255