Measuring Customer Purchasing Behavior based on Apriori Algorithm for Creating an Efficient Marketing Strategy

AKCIL M., Akcan S.

Çukurova Üniversitesi Mühendislik Fakültesi dergisi, vol.38, no.3, pp.751-764, 2023 (Peer-Reviewed Journal) identifier


Due to technological developments and competitive conditions, it is becoming more and more important to gain customers and keep them. Association rules are one of the methods used effectively to determine which products and services are more important and preferred by customers together. The aim of this study is to determine the types of patterns purchased by a company operating in the forest products sector, using the data of decor paper, which affects the cost the most, is used extensively in production and is difficult to plan. This study was carried out with the Apriori algorithm in WEKA, which is widely used in association analysis. It is thought that the association rules obtained from this study will enable the firm to determine the purchasing behaviors of its customers by revealing the overseas model trends and associations. In addition, this study will shed light on the company at the stage of determining the marketing strategy of the company.