CONSUMER DEMAND IN RETAIL MARKET MERCHANDIZING (PRACTICAL EXAMPLE OF CLUSTER ANALYSIS WITH WEKA SOFTWARE)
Journal Name:
- Akademik Bakış
Keywords (Original Language):
| Author Name | University of Author | Faculty of Author |
|---|---|---|
Abstract (2. Language):
Today, there are lots of factors changing the habit and attitude of consumer. This
condition which is especially effective on consumer preferences has differentiated the
shopping habit of consumer. It is among the known facts that businesses which serve in line
with the consumer demands present new practices each passing day. Technology’s gradual
acceleration and advertisements especially havechanged the habits of consumer. In this
resulting table, these factors which change the attitudes and behaivors of consumer have also
differentiated the producer and seller strategy. Therefore, many businesses give service as
directed to today’s conditionsor consumer demands. When we look at the gradually
increasing city population, we can observe the appearance of some differences concerning the
shopping preferences. There are a number of literatureresearches concerning this matter.
Especially big shopping malls “AVM”s and supermarkets give more extensive service to their
customers. Within these services, there existsa product range not only for food products but
also for various fields like construction market, furniture, technological products. However,
consumer had to provide all of these productsand the service from various fields from
seperate places in the past. Today the situation is quite opposite. Such factors as commercials,
surrounding, price, brand and access which are thought to have the maximum effect on
consumer preferences are changing the shopping habit of consumer. Shopping malls,
supermarkets, markets and retailers in the region where consumers are affect these shopping
preferences positively or negatively. In this study, a research was carried out regarding the
shopping habit and the consumed product range ofindividual market consumer acting with
the purpose of meeting daily shopping needs especially in today’s conditions. The research
was carried out on the market which was preferred as a sample within Bakırköy region in the
city of Istanbul. Shopping behaviors of consumer in that region were tried to be determined
from the weekly product sales list and accounting records of the market. Moreover, earnings
of the market and the benefit financially provided by it in line with the customer behavior and
consumption were analyzed by making product classification. The analysis of data was
carried out by using cluster weka software program. As a result, it has been concluded that
working class does shopping in the evening and at the weekends, promotions and discounts
increase the customer loyalty.
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