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Etkin Bir Pazarlama Stratejisi Oluşturmak için Apriori Algoritması Temelinde Müşteri Satın Alma Davranışının Ölçülmesi

Year 2023, Volume: 38 Issue: 3, 751 - 764, 18.10.2023
https://doi.org/10.21605/cukurovaumfd.1377741

Abstract

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 WEKA'daki 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.

References

  • 1. Shi, Z., Wang, G., 2018. Integration of Big-Data ERP and Business Analytics (BA). The Journal of High Technology Management Research, 29(2), 141-150.
  • 2. Han, J., Kamber, M., Pei, J., 2012. Data mining: Concepts and Techniques. The Morgan Kaufmann Series in Data Management Systems, Elsevier, USA,740.
  • 3. Angeline, D.M.D., 2013. Association Rule Generation for Student Performance Analysis Using Apriori Algorithm. The SIJ Transactions on Computer Science Engineering & its Applications (CSEA),1(1), 12-16.
  • 4. Qiao, L., Peng, C., Guo, X., Wang, Y., 2017. Price Association Analysis of Agricultural Products based on Apriori Algorithm. Proceedings of Science. Information Science and Cloud Computing (ISCC 2017), China, 1-7.
  • 5. Guo, Z., Chi, D., Wu, J., Zhang, W., 2014. A New Wind Speed Forecasting Strategy Based on The Chaotic Time Series Modelling Technique and The Apriori Algorithm, Energy Conversion and Management, 84, 140-151.
  • 6. Zulfikar, W.B., Wahana, A., Uriawan, W., Lukman, N., 2016. Implementation of Association Rules with Apriori Algorithm for Increasing The Quality Of Promotion. In 2016 4th International Conference on Cyber and IT Service Management, 1-5, IEEE.
  • 7. Xi, J., Zhao, Z., Li, W., Wang, Q., 2016. A Traffic Accident Causation Analysis Method based on AHP-Apriori. Procedia Engineering, 137, 680-687.
  • 8. Sevri, M., Karacan, H., Akcayol, M. A., 2017. Crime Analysis based on Association Rules using Apriori Algorithm, International Journal of Information and Electronics Engineering, 7(3), 99-102.
  • 9. Mirmozaffari, M., Alinezhad, A., Gilanpour, A., 2017. Data Mining Classification Algorithms for Heart Disease Prediction. Int'l Journal of Computing, Communications&Instrumentation Eng, 4(1), 11-15.
  • 10. Cho, S.G., Kim, S.B., 2017. A Data-Driven Text Similarity Measure based on Classification Algorithms. International Journal of Industrial Engineering: Theory, Applications, and Practice, 24 (3), 328-339.
  • 11. Beheshtian-Ardakani, A., Fathian, M., Gholamian, M., 2018. A Novel Model for Product Bundling and Direct Marketing in E-Commerce based on Market Segmentation. Decision Science Letters, 7(1), 39-54.
  • 12. Zainol, Z., Wani, S., Nohuddin, P.N., Noormanshah, W.M., Marzukhi, S., 2018. Association Analysis of Cyberbullying on Social Media using Apriori Algorithm. International Journal of Engineering & Technology, 7, 72-75.
  • 13. Kurnia, Y., Isharianto, Y., Giap, Y.C., Hermawan, A., 2019. Study of Application of Data Mining Market Basket Analysis for Knowing Sales Pattern (Association of Items) at the O! Fish Restaurant using Apriori Algorithm. In Journal of Physics: Conference Series, 1175 (1), 012047, IOP Publishing.
  • 14. Hidayat, A.A., Rahman, A., Wangi, R.M., Abidin, R.J., Fuadi, R.S., Budiawan, W., 2019. Implementation and Comparison Analysis of Apriori and Fp-Growth Algorithm Performance to Determine Market Basket Analysis in Breiliant Shop. In Journal of Physics: Conference Series, 1402(7), 077031, IOP Publishing.
  • 15. Simanjorang, R.M., Sijabat, P. 2020. Implementation of Apriori Algorithm in Determining the Level of Printing Needs. Infokum, 8(2), 43-48.
  • 16. Dorling, L., Carvalho, S., Allen, J., Gonzalez-Neira, A., Luccarini, C., Wahlström, C., Rookus, M.A., 2021. Breast Cancer Risk Genes-Association Analysis in More than 113.000 Women. The New England Journal of Medicine, 384(5), 428-439.
  • 17. Edastama, P., Bist, A.S., Prambudi, A., 2021. Implementation of Data Mining on Glasses Sales using The Apriori Algorithm. International Journal of Cyber and IT Service Management, 1(2), 159-172.
  • 18. Pan, T., 2021. An Improved Apriori Algorithm for Association Mining Between Physical Fitness Indices of College Students. International Journal of Emerging Technologies in Learning (IJET), 16(9), 235-246.
  • 19. Ünvan, Y.A., 2021. Market Basket Analysis with Association Rules. Communications in Statistics-Theory and Methods, 50(7), 1615-1628.
  • 20. Zhao, X., Keikhosrokiani, P., 2022. Sales Prediction and Product Recommendation Model Through User Behavior Analytics. Computers, Materials, & Continua, 3855-3874.
  • 21. Mirhashemi, S.H., Mirzaei, F., 2022. Using Combined Clustering Algorithms and Association Rules for Better Management of The Amount of Water Delivered to The Irrigation Network of Abyek Plain Iran, Neural Computing and Applications, 34(5), 3875-3883.
  • 22. Aggarwal, C.C., 2015. Data Mining: The Textbook, Springer, New York, 1, 734.
  • 23. Linoff, G.S., Berry, M.J., 2011. Data Mining Techniques: for Marketing, Sales, and Customer Relationship Management. John Wiley & Sons, USA, 672.
  • 24. Agrawal, R., Srikant, R., 1994. Fast Algorithms for Mining Association Rules. In Proc. 20th int. Conf. Very Large Data Bases (VLDB), 1215, 487-499.
  • 25. Yuan, X., 2017. An Improved Apriori Algorithm for Mining Association Rules. In AIP Conference Proceedings, 1820(1), 080005.
  • 26. Bodon, F., 2003. A Fast Apriori Implementation. In FIMI, 3, 63.
  • 27. Koç, K.H., Dilik, T., Kurtoğlu, A., 2017. A Strategic Overview of the Turkish Forest Products Industry. IV. National Forestry Congress, 15, 16.
  • 28. Yomsad, 2022. http://yomsad.org.tr/, Access date: 10.03.2022.

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

Year 2023, Volume: 38 Issue: 3, 751 - 764, 18.10.2023
https://doi.org/10.21605/cukurovaumfd.1377741

Abstract

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.

References

  • 1. Shi, Z., Wang, G., 2018. Integration of Big-Data ERP and Business Analytics (BA). The Journal of High Technology Management Research, 29(2), 141-150.
  • 2. Han, J., Kamber, M., Pei, J., 2012. Data mining: Concepts and Techniques. The Morgan Kaufmann Series in Data Management Systems, Elsevier, USA,740.
  • 3. Angeline, D.M.D., 2013. Association Rule Generation for Student Performance Analysis Using Apriori Algorithm. The SIJ Transactions on Computer Science Engineering & its Applications (CSEA),1(1), 12-16.
  • 4. Qiao, L., Peng, C., Guo, X., Wang, Y., 2017. Price Association Analysis of Agricultural Products based on Apriori Algorithm. Proceedings of Science. Information Science and Cloud Computing (ISCC 2017), China, 1-7.
  • 5. Guo, Z., Chi, D., Wu, J., Zhang, W., 2014. A New Wind Speed Forecasting Strategy Based on The Chaotic Time Series Modelling Technique and The Apriori Algorithm, Energy Conversion and Management, 84, 140-151.
  • 6. Zulfikar, W.B., Wahana, A., Uriawan, W., Lukman, N., 2016. Implementation of Association Rules with Apriori Algorithm for Increasing The Quality Of Promotion. In 2016 4th International Conference on Cyber and IT Service Management, 1-5, IEEE.
  • 7. Xi, J., Zhao, Z., Li, W., Wang, Q., 2016. A Traffic Accident Causation Analysis Method based on AHP-Apriori. Procedia Engineering, 137, 680-687.
  • 8. Sevri, M., Karacan, H., Akcayol, M. A., 2017. Crime Analysis based on Association Rules using Apriori Algorithm, International Journal of Information and Electronics Engineering, 7(3), 99-102.
  • 9. Mirmozaffari, M., Alinezhad, A., Gilanpour, A., 2017. Data Mining Classification Algorithms for Heart Disease Prediction. Int'l Journal of Computing, Communications&Instrumentation Eng, 4(1), 11-15.
  • 10. Cho, S.G., Kim, S.B., 2017. A Data-Driven Text Similarity Measure based on Classification Algorithms. International Journal of Industrial Engineering: Theory, Applications, and Practice, 24 (3), 328-339.
  • 11. Beheshtian-Ardakani, A., Fathian, M., Gholamian, M., 2018. A Novel Model for Product Bundling and Direct Marketing in E-Commerce based on Market Segmentation. Decision Science Letters, 7(1), 39-54.
  • 12. Zainol, Z., Wani, S., Nohuddin, P.N., Noormanshah, W.M., Marzukhi, S., 2018. Association Analysis of Cyberbullying on Social Media using Apriori Algorithm. International Journal of Engineering & Technology, 7, 72-75.
  • 13. Kurnia, Y., Isharianto, Y., Giap, Y.C., Hermawan, A., 2019. Study of Application of Data Mining Market Basket Analysis for Knowing Sales Pattern (Association of Items) at the O! Fish Restaurant using Apriori Algorithm. In Journal of Physics: Conference Series, 1175 (1), 012047, IOP Publishing.
  • 14. Hidayat, A.A., Rahman, A., Wangi, R.M., Abidin, R.J., Fuadi, R.S., Budiawan, W., 2019. Implementation and Comparison Analysis of Apriori and Fp-Growth Algorithm Performance to Determine Market Basket Analysis in Breiliant Shop. In Journal of Physics: Conference Series, 1402(7), 077031, IOP Publishing.
  • 15. Simanjorang, R.M., Sijabat, P. 2020. Implementation of Apriori Algorithm in Determining the Level of Printing Needs. Infokum, 8(2), 43-48.
  • 16. Dorling, L., Carvalho, S., Allen, J., Gonzalez-Neira, A., Luccarini, C., Wahlström, C., Rookus, M.A., 2021. Breast Cancer Risk Genes-Association Analysis in More than 113.000 Women. The New England Journal of Medicine, 384(5), 428-439.
  • 17. Edastama, P., Bist, A.S., Prambudi, A., 2021. Implementation of Data Mining on Glasses Sales using The Apriori Algorithm. International Journal of Cyber and IT Service Management, 1(2), 159-172.
  • 18. Pan, T., 2021. An Improved Apriori Algorithm for Association Mining Between Physical Fitness Indices of College Students. International Journal of Emerging Technologies in Learning (IJET), 16(9), 235-246.
  • 19. Ünvan, Y.A., 2021. Market Basket Analysis with Association Rules. Communications in Statistics-Theory and Methods, 50(7), 1615-1628.
  • 20. Zhao, X., Keikhosrokiani, P., 2022. Sales Prediction and Product Recommendation Model Through User Behavior Analytics. Computers, Materials, & Continua, 3855-3874.
  • 21. Mirhashemi, S.H., Mirzaei, F., 2022. Using Combined Clustering Algorithms and Association Rules for Better Management of The Amount of Water Delivered to The Irrigation Network of Abyek Plain Iran, Neural Computing and Applications, 34(5), 3875-3883.
  • 22. Aggarwal, C.C., 2015. Data Mining: The Textbook, Springer, New York, 1, 734.
  • 23. Linoff, G.S., Berry, M.J., 2011. Data Mining Techniques: for Marketing, Sales, and Customer Relationship Management. John Wiley & Sons, USA, 672.
  • 24. Agrawal, R., Srikant, R., 1994. Fast Algorithms for Mining Association Rules. In Proc. 20th int. Conf. Very Large Data Bases (VLDB), 1215, 487-499.
  • 25. Yuan, X., 2017. An Improved Apriori Algorithm for Mining Association Rules. In AIP Conference Proceedings, 1820(1), 080005.
  • 26. Bodon, F., 2003. A Fast Apriori Implementation. In FIMI, 3, 63.
  • 27. Koç, K.H., Dilik, T., Kurtoğlu, A., 2017. A Strategic Overview of the Turkish Forest Products Industry. IV. National Forestry Congress, 15, 16.
  • 28. Yomsad, 2022. http://yomsad.org.tr/, Access date: 10.03.2022.
There are 28 citations in total.

Details

Primary Language English
Subjects Industrial Engineering
Journal Section Articles
Authors

Murat Akcıl 0000-0003-4963-1826

Serap Akcan 0000-0003-2621-9142

Publication Date October 18, 2023
Published in Issue Year 2023 Volume: 38 Issue: 3

Cite

APA Akcıl, M., & Akcan, S. (2023). Measuring Customer Purchasing Behavior based on Apriori Algorithm for Creating an Efficient Marketing Strategy. Çukurova Üniversitesi Mühendislik Fakültesi Dergisi, 38(3), 751-764. https://doi.org/10.21605/cukurovaumfd.1377741