Perakendecilikte ikame ürün seçimi için Gower benzerliği tabanlı bir yaklaşım

Yıl 2026, Cilt: 41 Sayı: 1 , 693 - 702 , 31.03.2026

Müjgan Sağır , Abdüssamet Sökel

https://doi.org/10.17341/gazimmfd.1745517

https://izlik.org/JA68ML34XE

Öz

Bu çalışma, perakende sektöründe müşteri memnuniyetini artırma ve satış performansını optimize etmede ürün ikamesinin önemli rolünü ele almaktadır. İkame, istenen bir ürünün mevcut olmaması durumunda gerçekleşir ve tüketicilerin benzer ihtiyaçları karşılayan alternatif ürünleri seçmesine yol açar. Bu süreç, özellikle geniş ürün çeşitliliğine ve yüksek müşteri beklentilerine sahip sektörlerde kritik öneme sahiptir. Çalışma, geçmiş satış verileri olmasa bile, yalnızca ürün özelliklerine dayanarak ikame ürünleri belirlemek için etkili bir yöntem olarak Gower benzerlik katsayısını tanıtmaktadır. Gower benzerlik metriğinden yararlanan yaklaşım, ürün benzerliklerini hesaplamak için kategorik, ikili ve sürekli değişkenler gibi karma veri türlerini entegre eder. Sonuçlar, önerilen yöntemin satış davranışında yüksek tutarlılığa sahip ikameleri belirlediğini ve böylece bu veri odaklı çerçevenin güvenilirliğini doğruladığını göstermektedir. Bulgular, talep tahmini ve ürün çeşitliliği planlamasına değerli içgörüler sunarak, dinamik perakende pazarlarında ürün bulunmamasıyla ilgili riskleri azaltmak ve envanter kararlarını optimize etmek için etkili bir çözüm sunmaktadır.

Anahtar Kelimeler

ürün ikamesi , veri odaklı perakende optimizasyonu , gower benzerliği , talep tahmini , envanter yönetimi

Gower similarity-based approach for substitution product selection in retailing

https://izlik.org/JA68ML34XE

Öz

This study addresses the significant role of product substitution in retail for enhancing customer satisfaction and optimizing sales performance. Substitution occurs when a desired product is unavailable, leading consumers to select alternative products that fulfill similar needs. This process is particularly crucial in industries with extensive product variety and high customer expectations. The study introduces Gower's Similarity Score as an effective method for identifying substitute products based solely on product attributes, even in the absence of historical sales data. By leveraging Gower's similarity metric, the approach integrates mixed data types—categorical, binary, and continuous variables—to calculate product similarities. The results demonstrate that the proposed method identifies substitutes with high consistency in sales behavior, thereby validating the reliability of this data-driven framework. The findings contribute valuable insights into demand forecasting and assortment planning, offering a robust solution for mitigating risks related to product unavailability and optimizing inventory decisions in dynamic retail markets.

Anahtar Kelimeler

product substitution , data-driven retail optimization , gower similarity , demand forecasting , inventory management

Kaynakça

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