Publication: Marka tercihlerine ve tercih nedenlerine gizli markov modelinin uygulanması
Abstract
Markov Zincirleri finans, egitim, üretim, pazarlama ve marka bagımlılıgı gibi birçok alanda yaygın olarak kullanılmaktadır. Bu çalısmada Markov Zincirlerini temel alan Gizli Markov Modeli kullanılarak, marka tercihleri ve tercih nedenleri üzerine bir uygulama yapılmıstır. Uygulama için gerekli veriler stanbul’da kamu üniversite ögrencilerine yönelik olarak yapılan anketlerden elde edilmistir. Üniversite ögrencilerinin kullandıkları cep telefonu markaları ve bu markaları tercih etme nedenleri temel alınarak Gizli Markov Modeli olusturulmustur. Bu model ile üniversite ögrencilerinin genel olarak cep telefonu tercihlerinin hangi marka olacagı ve herhangi bir markanın tercih sebebi tahmin edilmistir. Tahminlemeler için Gizli Markov Modelinin üç temel probleminden ilk ikisi kullanılmıstır. Tahminlemeler sonucunda tercih edilecek cep telefonu markaları, Nokia %43,45, Samsung %22,92 ve Sony-Ericsson %10,52 seklinde bulunmustur. Elde edilen bulgulara göre bu markaların tercih sebepleri ise Nokia ve Sony-Ericsson markaları için gelismis özellikler ve Samsung markası için fiyat uygunlugu olarak yorumlanmıstır.
Markov Chains are widely used in areas such as finance, education, production, marketing and brand addiction. This study is an application about brand choices and the reasons for the choices by using Hidden Markov Model based on Markov Chains. The data required for the application are gathered from the surveys directed to public university students in Istanbul. A Hidden Markov Model is formed by considering the cell phone brands that university students use and the reasons for their choices. With this model, the cell phone brand that university students would generally prefer and the reason behind choosing any brand is predicted. For the predictions, the first two of the three main problems of Hidden Markov Model are used. The cell phone brands to be chosen are found as Nokia %43,45, Samsung %22,92, and Sony-Ericsson %10,52 at the end of the predictions. According to the obtained evidence, the reasons behind choosing these brands are interpreted as advanced features for Nokia and Sony-Ericsson and price eligibility for Samsung.
Markov Chains are widely used in areas such as finance, education, production, marketing and brand addiction. This study is an application about brand choices and the reasons for the choices by using Hidden Markov Model based on Markov Chains. The data required for the application are gathered from the surveys directed to public university students in Istanbul. A Hidden Markov Model is formed by considering the cell phone brands that university students use and the reasons for their choices. With this model, the cell phone brand that university students would generally prefer and the reason behind choosing any brand is predicted. For the predictions, the first two of the three main problems of Hidden Markov Model are used. The cell phone brands to be chosen are found as Nokia %43,45, Samsung %22,92, and Sony-Ericsson %10,52 at the end of the predictions. According to the obtained evidence, the reasons behind choosing these brands are interpreted as advanced features for Nokia and Sony-Ericsson and price eligibility for Samsung.