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Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2017 / 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı

CONSUMERS SEGMENTATION WITH KOHONEN MAPS (SELF-ORGANIZING MAP-SOM) FROM THE POINT OF CONSUMERS' ATTITUDES TOWARDS THE ENVIRONMENT AND PERSONALITY CHARACTERISTICS

TÜKETİCİLERİN ÇEVREYE YÖNELİK TUTUMLARI VE KİŞİLİK ÖZELLİKLERİ AÇISINDAN KOHONEN AĞLARI (SELF-ORGANIZING MAP-SOM) İLE BÖLÜMLENDİRİLMESİ

Somayyeh BIKARI
Sevtap ÜNAL
F. Görgün DEVECİ
Pages
145–162
Publication Date
2017-12-26
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the research; according to SOM, respondents are divided into three groups as “potential green,” “active green” and “brown.” In the K-Means clustering analysis, the variables are grouped as “active green,” “potential green,” and “latent green.” Then the results were compared with the consumer groups, and two methods were mutually assessed.

📌 3 Key Takeaways

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Objective & Hypothesis:In this study, it is aimed to segment consumers in terms of attitudes towards the environment and their personality characteristics.
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Key Findings & Data:In this context, perceived consumer effectiveness (PCE), environmental concern (EC), altruism, personality and ecologically conscious consumer behavior (ECCB) variables were included.
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Conclusion & Impact:As a result of the research; according to SOM, respondents are divided into three groups as “potential green,” “active green” and “brown.” In the K-Means clustering analysis, the variables are grouped as “active green,” “potential green,” and “latent green.” Then the results were compared with the consumer groups, and two methods were mutually assessed.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Algılanan Tüketici Etkinliği · Çevresel Kaygı · Altruism

Abstract

In this study, it is aimed to segment consumers in terms of attitudes towards the environment and their personality characteristics. In this context, perceived consumer effectiveness (PCE), environmental concern (EC), altruism, personality and ecologically conscious consumer behavior (ECCB) variables were included. The data has been obtained from the consumers living in the province of İstanbul via questionnaires. Consumers are grouped by Kohonen maps (SOM-Self Organizing Map) in terms of their environmental tendencies, and ıt was compared with K-Means cluster results. As a result of the research; according to SOM, respondents are divided into three groups as “potential green,” “active green” and “brown.” In the K-Means clustering analysis, the variables are grouped as “active green,” “potential green,” and “latent green.” Then the results were compared with the consumer groups, and two methods were mutually assessed.

Özet

Bu çalışmada tüketicilerin çevreye yönelik tutumları ve kişilik özellikleri açısından bölümlendirilmesi amaçlanmıştır. Bu doğrultuda, algılanan tüketici etkinliği (ATE), çevresel kaygı (ÇK), altruism, kişilik ve ekolojik bilince sahip tüketici davranışı (EBTD) değişkenleri araştırma kapsamına dâhil edilmiştir. Veriler anket yöntemi ile İstanbul ilinde ikamet eden tüketicilerden toplanmıştır. Tüketiciler çevresel eğilimleri açısından Kohonen ağları (SOM-Self Organizing Map) ile gruplandırılmış ve K-Means kümeleme sonuçları ile karşılaştırılmıştır. Araştırma sonucunda; SOM’a göre cevaplayıcılar “potansiyel yeşiller”, “aktif yeşiller” ve “kahverengiler” olarak üç kümeye ayrılmıştır. K-Means kümeleme ile yapılan analizde ise katılımcılar aktif yeşil, potansiyel yeşil ve gizli yeşiller olarak gruplanmıştır. Daha sonra elde edilen sonuçlar iki yöntem açısından değerlendirilmiştir.

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Cite This Article

BIKARI, S., ÜNAL, S., DEVECİ, F. G. (2017). CONSUMERS SEGMENTATION WITH KOHONEN MAPS (SELF-ORGANIZING MAP-SOM) FROM THE POINT OF CONSUMERS' ATTITUDES TOWARDS THE ENVIRONMENT AND PERSONALITY CHARACTERISTICS. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 22. UPK Ahmet Hamdi İSLAMOĞLU Özel Sayısı, 145–162. https://ajindex.com/articles/709283

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