APRİORİ ALGORİTMASI İLE AKILLI TELEFON PİYASA ANALİZİ: TÜRKİYE ÖRNEĞİ

Year 2023, , 328 - 347, 22.06.2023

Mehmet Özçalıcı , Ayşe Nur Soysal

https://doi.org/10.17130/ijmeb.1191680

Abstract

Ülkeler arasındaki sınırların ortadan kalkması ile rekabet uluslararası boyuta taşınmıştır. Müşteri odaklı pazarlama anlayışı ile müşteriler işletmelerin en önemli varlıkları haline gelmiştir. Rekabetin küresel olarak devam etmesi ile mevcut müşterileri ve potansiyel müşterileri için farklı pazarlama faaliyetleri yürütmek işletmelerin sürekliliğini sağlamaları için bir zorunluluk haline gelmiştir. Müşterilerin ürün ve hizmet tercihleri ile ilgili doğru teslimatın gerçekleştirilebilmesi noktasında işletmelerin daha fazla müşteri verisine ihtiyacı ortaya çıkmıştır. Daha fazla veriye ulaşma ve verileri yorumlama bağlamında veri madenciliği işletmeler için önemli bir konu haline gelmiştir. Bu çalışma ile iOS ve Android işletim sistemine sahip cep telefonlarının teknik özelliklerinin birliktelik kuralları ile birlikte analiz edilmesi ve hangi teknik özelliklerin bir arada bulunduğunun tespit edilmesi amaçlanmıştır. Verilerin kaç kategoride kategorize edileceğine yönelik denemeler yapılmış ve veri seti en yüksek performans değerlerini ortaya çıkaran kategori numarasına ayrılmıştır. Elde edilen sonuçlar, cep telefonu pazarında bulunan ürünlerin özelliklerinin daha net anlaşılmasına yardımcı olacaktır.

Keywords

Apriori Algoritması, Pazar Sepeti Analizi, Akıllı Telefon Pazarı

SMART PHONE MARKETS ANALYSIS WITH A-PRIORI ALGORITHM: THE CASE OF TURKEY

Abstract

With the disappearance of the borders among the countries, competition has been moved to an international level. With the customer-oriented marketing understanding, customers have become the most important assets of the enterprises. With the global continuation of competition, carrying out different marketing activities for their current customers and potential customers has become a necessity for the enterprises to ensure continuity. At the point of being able to carry out correct delivery regarding the product and service preferences of the customers, the enterprises’ need for further customer data has emerged. In the context of reaching further data and interpreting the data, data mining has become an important topic for the enterprises. With this study, it has been aimed to analyze, with the association rules, the technical features of the mobile phones having iOS and Android operating systems and to identify which technical features appear together. Trials were conducted on in how many categories the data will be categorized and the dataset was discretized into the category number revealing the highest performance values. The achieved results will be helpful for a clearer understanding of the features of the products available in the mobile phone market.

Keywords

A-priori Algorithm, Market Basket Analysis, Smart Phone Market

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