کشف و تحلیل رفتار خرید مشتریان سالمند در تصمیم به خرید محصولات ارگانیک: روش ترکیبی خوشه‌بندی و درخت تصمیم

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

2 دانشجوی دکترای مدیریت بازاریابی بین‌الملل، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

تحلیل و کشف الگوهای تصمیم‌گیری مشتریان و ارائه مدل پیش‌بینی‌کننده رفتار خرید آن‌ها، یکی از چالش‌ها و عرصه‌های موردعلاقه پژوهشگران بوده و هست که می‌تواند درزمینه موضع‌سازی محصولات، کاربرد فراوانی داشته باشد. هدف پژوهش حاضر، تحلیل و مدل‌سازی رفتار خرید مشتریان سالمند در تصمیم به خرید محصولات ارگانیک با رویکردی ترکیبی بود که این امر در دو گام مرتبط باهم انجام شد. در گام اول، با استفاده از یک پرسشنامه‌ی 33 گویه‌ای که پایایی و روایی آن به ترتیب از طریق آلفای کرونباخ و تحلیل عاملی تأییدی مرتبه اول و دوم بررسی و مورد تأیید قرار گرفت، نظرات 388 سالمند از طریق نُه شاخص پیش‌بینی‌کننده تصمیم به خرید محصولات ارگانیک جمع‌آوری شد؛ سپس با استفاده از تحلیل خوشه‌ای K میانگین و بر اساس شاخص‌های دیویس-بولدین و سیلوئت خوشه‌های بهینه به دست آمد و مشتریان سالمند در دو خوشه روی‌گردان و مشتاق نسبت به خرید محصولات ارگانیک دسته‌بندی شدند. در گام دوم، رفتار خرید سالمندان هر خوشه با استفاده از درخت تصمیم، مورد تحلیل قرار گرفت و مدل‌های بهینه، استخراج و قواعد «اگر-آنگاه» مرتبط با هر خوشه ارائه شد. نتایج نشان داد، در هر دو خوشه سالمندان روی‌گردان و مشتاق، شاخص تحصیلات، عاملی تعیین‌کننده در جهت پیش‌بینی تصمیم خرید محصولات ارگانیک است؛ همچنین به نظر می‌رسد، وضعیت مصرف محصولات ارگانیک در بین سالمندان در وضعیت مناسبی قرار ندارد که در این زمینه پیشنهادهایی متناسب با هر خوشه ارائه شد.

کلیدواژه‌ها


عنوان مقاله [English]

Discovery and analysis of shopping behavior of older customers decide to buy organic products: The combination of clustering and decision tree

نویسندگان [English]

  • Azim Zarei 1
  • Mohammad Ali Siahsarani Kojouri 2
1 Associate Professor, Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
2 Ph.D. Student, International Marketing Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Analysis decision-making patterns of buying behavior of customers and providing a predictive model is one of the challenges and areas of interest to researchers which can be widely used in the field of localization products. This study aimed to analyze and model the behavior of older customers decide to buy organic products with the hybrid approach. The research was done in two steps linked together. In the first step the reliability and validity of a questionnaire with 33 question was evaluated respectively by Cronbach's alpha and confirmatory factor analysis first and second order was approved. Opinion of 388 old customer using nine indicators were collected, then, using cluster analysis K-means based on Davies-Bouldin and sylvite criterion the optimal clusters was identified. And elderly clients in the two clusters were unwilling and eager to buy organic products was classified. In the second step purchasing behavior using decision tree models were analyzed and the optimum model was extracted "if-then" rules associated with each cluster were presented. The results showed that in both unwilling and eager cluster, education index predict the decisive factor in the decision to buy organic products, It also seems that the consumption of organic products among the elderly is not in good condition in this context proposals were presented for each cluster.

کلیدواژه‌ها [English]

  • Elderly Clients
  • Organic Products
  • Clustering
  • Decision Trees
  • If-Then Rules
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