G. Nilay YÜCENUR, Yeşim YAYGAN, Hilal TEVGE, Gökçe DEMİR

Birliktelik Kuralları ile Müşteri Davranışlarının Analizi

Gelişen teknoloji ve beraberindeki küreselleşme rekabet koşullarını daha da güçleştirmekte bu noktada “fark yaratan inovasyon” günümüz dünyasında önemli kavramlardan biri haline gelmektedir. Bu sürece hızla adapte olabilen işletmeler gelişim/büyüme döngüsü içerisinde yer almakta ve fark yaratabilmektedirler. İşletmeler açısından fark yaratmak, hızla gelişen yönetim anlayışına uyum sağlayabilmek ve bu anlayışı iş süreçlerine yansıtmak anlamına gelmektedir. Buradan hareketle bu makalede, İstanbul/Türkiye'de tekstil sektöründe hizmet veren bir perakende firmasının rekabet koşullarında fark yaratabilmesi için iki önemli sorunun cevabı aranmaktadır. İncelenen firma 18 tanesi İstanbul’un Anadolu yakasında ve 38 tanesi ise İstanbul’un Avrupa yakasında olmak üzere toplam 56 farklı satış noktasına sahiptir. Farklı fiyat aralıklarında ve farklı özelliklerde tekstil ürünleri üretip satmakta olan firma müşterilerinin satış alışkanlıklarına göre, ürün yelpazesinde hangi ürünlerin bulunması gerektiğine ve bu ürünlerin hangi satış noktalarında satılması gerektiğine karar vermeye çalışmaktadır. Makalede, müşteri davranışlarını açıklayabilmek ve bu soruların cevaplarını bulabilmek için Müşteri İlişkileri Yönetimi'nde kullanılan Veri Madenciliği uygulaması ile ileriye dönük tahminler yapan bir model önerilmiştir. Modelde, müşterilerin satın alma alışkanlıklarının açıklanabilmesi için geriye dönük satış fişleri Birliktelik Kuralları Analizi yöntemi ile değerlendirilmiş, elde edilen sonuçların detaylı olarak incelenmesi ile gelecek tahminleri yapılmış ve hangi ürün gruplarının hangi şubelerde satışa çıkarılması gerektiği ortaya konmuştur. Çünkü birliktelik kuralındaki amaç alışveriş sırasında müşterilerin satın aldığı ürünler arasındaki ilişkileri bulmak ve bu ilişki verileri doğrultusunda müşterilerin satın alma alışkanlıklarını belirlemektir. Çalışmada ayrıca iki farklı satış şubesi olduğundan satışlar üzerindeki turizm etkileri de incelenmeyeçalışılmıştır. Çünkü satış şubelerinden birinin daha çok ulusal müşterisi varken, diğerinin ise yabancı müşterisi daha fazladır.

Customer Behavior Analysis by Association Rules Mining

Emerging technology and the accompanying globalization further strengthen the conditions of competition. Atthis point, the concept of “difference making-innovation” has become one of the important concepts in today'sworld. Diversifying businesses can quickly adapt to this development process and take up its place in thedevelopment / growth cycle. To making a difference in terms of businesses means to be able to adapt quickly todeveloping management understanding and to reflect this difference in their business processes. In this paper, weare looking for an answer to two important questions for a retail firm that serves in textile sector inİstanbul/Turkey. Our retail firm has 56 different sales points throughout Istanbul. 18 of them are in the Anatoliaand 38 of them are in the European side of İstanbul. The firm produces and sells textile products with differentprice ranges and different specifications. According to the sales habits of the customers, what products should besold in the product range of the company and which products should be sold in two branches that we decided? Inour study, we have proposed a model that explains customer behavior and makes forward-looking forecasts withthe Data Mining application used in Customer Relationship Management to find out the answers to thesequestions. The model was evaluated by Association Rules Mining (ARM) based on past sales slips, the resultswere obtained and future estimates were made. The purpose in the association rule; to find the relationshipsbetween the products purchased by customers during shopping, and to determine the buying habits of customersin line with this relationship data. Also in this paper the tourism effects are tried to be examined because thereare two different branches. One of them has national customers but the other one has more foreign customers.

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