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ارائه مدل پیش‌بینی کننده رفتار خریداران برندهای ایرانی با بکارگیری الگوریتم ژنتیک در بهینه سازی درخت تصمیم: صنعت لوازم خانگی برقی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 4، شماره 1 - شماره پیاپی 9، خرداد 1396، صفحه 107-134 اصل مقاله (2.73 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.15279.1309 | ||
| نویسندگان | ||
| مرتضی ملکی مین باش رزگاه* 1؛ محمد علی سیاه سرانی کجوری2 | ||
| 1استادیار مدیریت بازارگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، ایران | ||
| 2دکترای مدیریت بازاریابی بین‌الملل، دانشگاه سمنان، ایران | ||
| چکیده | ||
| هدف پژوهش حاضر، ارایه مدل پیش‌بینی‌کننده رفتار خریداران برندهای ایرانی و خارجی بود، که این امر در دو گام مرتبط با هم انجام شد. در گام اول، با استفاده از یک پرسشنامه‌ی 26 شاخصه که از طریق مرور پیشینه پژوهش حاصل شد، نظرات 858 مشتری مازندرانی در مورد خرید برندهای ایرانی یا خارجی بر اساس رفتار واقعی خرید جمع‌آوری شد؛ پس از پیش‌پردازش داده‌‌‌‌ها، به منظور دستیابی به محدوده جواب بهینه، الگوریتم ژنتیک مورد استفاده قرار گرفت و ویژگی‌های موثر انتخاب شدند. در گام دوم، رفتار خرید مشتریان با استفاده از درخت تصمیم مورد تحلیل قرار گرفت و مدل‌های بهینه و قواعد اگر-آنگاه مرتبط با خریداران استخراج شد. نتایج نشان داد که ادراک از تهدیدات خارجی، حمایت از تولید ملی و درآمد، شاخص‌های اصلی در تفکیک خریداران برندهای ایرانی و خارجی است و هر چه سطح ادراک از تهدیدات خارجی و حمایت از تولید ملی در مشتری بیش‌تر باشد، گرایش او به برند داخلی بیش‌تر است؛ این در حالی است که طیف‌های درآمدی بالاتر، گرایش بیش‌تری نسبت به خرید برند خارجی دارند. | ||
| کلیدواژه‌ها | ||
| برند ایرانی؛ الگوریتم ژنتیک؛ درخت تصمیم؛ لوازم خانگی برقی | ||
| عنوان مقاله [English] | ||
| A Predictive Model of Behavior of Purchasers of Iranian Brands by Applying the Genetic Algorithm in Optimization of Decision Tree: Electric Appliance Industry | ||
| نویسندگان [English] | ||
| Morteza Maleki MinBashRazgah1؛ Mohammad Ali Siahsarani kojouri2 | ||
| 1. Assistant Prof., Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran | ||
| 2PhD in International Marketing, Semnan University, Semnan, Iran | ||
| چکیده [English] | ||
| The purpose of this study is to provide a predictive model of the Behavior of Iranian Brands’ Purchasers, which was carried out in two co-ordinated steps. In the first step, a 26-item questionnaire has been employed, which was developed through literature review. The comments of 856 Mazandarani customers on the purchase of Iranian and foreign brands were collected based on actual purchase behavior. After pre-processing of data, in order to achieve the optimal solution range, the genetic algorithm was used and effective characteristics were selected. In the second step, the purchase behavior of buyers of Iranian and foreign brands was analyzed using a decision tree and the optimal models, and IF-THEN rules of purchasers of domestic and foreign brands were obtained. The results showed that the perception of external threats, national production support and income, are main indicators in separating purchasers of Iranian and domestic brands, and the higher is the perception of external threats and national production support in the customer, the higher the tendency to domestic brands; meantime, the groups of people with higher income have more aptness to buy foreign brands. | ||
| کلیدواژه‌ها [English] | ||
| Iranian brand, Genetic algorithms, Decision trees, Electrical appliances | ||
| مراجع | ||
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