KABA KÜME YAKLAŞIMIYLA TÜKETİCİ DAVRANIŞLARININ ÖNGÖRÜLMESİ

Yıl 2019, Cilt: 41 Sayı: 1, 51 - 64, 12.07.2019

Nilgün Güler Bayazıt Yasemen Uçan

https://doi.org/10.14780/muiibd.582304

Öz

Bu çalışmada, tüketici davranışlarının kaba küme teorisine dayanan kural türetme algoritmalarıyla öngörülmesi amaçlanmıştır. Romanya Akademisi Dünya Ekonomisi Enstitüsü tarafından toplanan “Romanya - finansal okuryazarlık ve finansal hizmetler anketi” verileri kullanılmıştır. Çalışmada ön işlem olarak kaba küme teorisinin alt yaklaşım ve üst yaklaşım kümeleri kullanılarak veri kümesindeki gereksiz nitelikler elenmiş sadece vazgeçilemeyen niteliklerden oluşan çekirdek veri kümesi oluşturulmuştur. Çekirdek veri kümesine kural türetme algoritması olan LEM2 algoritması uygulanarak tüketici davranışlarını yüksek başarımla öngörebilen kurallar elde edilmiştir. Elde edilen sonuçlara göre kaba küme teorisine dayanan kural türetme algoritmaları tüketicilerin karar verme biçimleri ve davranış biçimlerinin öngörülmesini sağlayabilecek uygun bir araçtır.

Anahtar Kelimeler

Pazarlama, tüketici davranışı, kaba kümeler, kural tümevarım, veri madenciliği

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