Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks
Yıl: 2021 Cilt: 16 Sayı: 1 Sayfa Aralığı: 17 - 33 Metin Dili: İngilizce DOI: 10.17153/oguiibf.663171 İndeks Tarihi: 31-08-2021
Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks
Öz: The aim of this research is to determine the perceptions and the characteristics of consumers to determine their intentions to purchase ready to drink coffee in glass flasks. In this context, this study assesses the food-related lifestyle, and the packaging choice scales to investigate consumers' expectations about ready to drink coffee offered in glass flasks. The study operationalizes CHAID algorithm to build decision trees and visualizes the best obtained decision tree. Intention to purchase is the target variable, 16 factor variables and 12 demographic variables are predictive features. Results suggest that consumers’ intentions to purchase ready to drink coffee in glass flasks can be determined by correct preservation, attractiveness, healthiness, and the type of coffee preferences. Decision tree model reveals the consumer profiles in terms of the predictive variables.
Anahtar Kelime: Karar Ağaçları Kullanılarak Tüketicilerin Cam Amba- lajda Kahve Satın Alma Niyetlerinin Analizi
Öz: Bu araştırma, tüketicilerin cam ambalajda sunulan hazır kahve tüketimi niyetlerini belirlemeye dönük olarak al- gılarını ve karakteristiklerini tanımlamayı amaçlamakta- dır. Bu bağlamda çalışma, tüketicilerin cam ambalajda sunulan içilmeye hazır kahve konusundaki beklentilerini belirlemek için, gıda ile ilgili yaşam tarzı ve paketleme seçimi ölçeklerini değerlendirmektedir. Çalışmada karar ağaçlarını yapılandırmak ve elde edilen en iyi karar ağa- cını görselleştirmek için CHAID algoritmasından yararla- nılmıştır. Satın alma niyeti hedef değişken olup, 16 fak- tör değişkeni ve 12 demografik değişken de tahmin edici değişkenlerdir. Sonuçlar, tüketicilerin cam ambalajda sunulan içilmeye hazır kahve alma niyetlerinin doğru ko- ruma, çekicilik, sağlıklılık ve kahve türü tercihi değişken- leri ile belirlenebileceğini göstermektedir. Karar ağacı modeli satın alma eğilimlerine göre tahmin edici değiş- kenler bakımından tüketici profilini ortaya çıkarmakta- dır.
Anahtar Kelime: Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | IRMAK S, Demir M (2021). Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. , 17 - 33. 10.17153/oguiibf.663171 |
| Chicago | IRMAK SEZGIN,Demir Mehmet Özer Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. (2021): 17 - 33. 10.17153/oguiibf.663171 |
| MLA | IRMAK SEZGIN,Demir Mehmet Özer Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. , 2021, ss.17 - 33. 10.17153/oguiibf.663171 |
| AMA | IRMAK S,Demir M Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. . 2021; 17 - 33. 10.17153/oguiibf.663171 |
| Vancouver | IRMAK S,Demir M Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. . 2021; 17 - 33. 10.17153/oguiibf.663171 |
| IEEE | IRMAK S,Demir M "Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks." , ss.17 - 33, 2021. 10.17153/oguiibf.663171 |
| ISNAD | IRMAK, SEZGIN - Demir, Mehmet Özer. "Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks". (2021), 17-33. https://doi.org/10.17153/oguiibf.663171 |
| APA | IRMAK S, Demir M (2021). Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16(1), 17 - 33. 10.17153/oguiibf.663171 |
| Chicago | IRMAK SEZGIN,Demir Mehmet Özer Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 16, no.1 (2021): 17 - 33. 10.17153/oguiibf.663171 |
| MLA | IRMAK SEZGIN,Demir Mehmet Özer Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol.16, no.1, 2021, ss.17 - 33. 10.17153/oguiibf.663171 |
| AMA | IRMAK S,Demir M Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2021; 16(1): 17 - 33. 10.17153/oguiibf.663171 |
| Vancouver | IRMAK S,Demir M Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2021; 16(1): 17 - 33. 10.17153/oguiibf.663171 |
| IEEE | IRMAK S,Demir M "Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks." Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, 16, ss.17 - 33, 2021. 10.17153/oguiibf.663171 |
| ISNAD | IRMAK, SEZGIN - Demir, Mehmet Özer. "Decision Tree Analysis of Consumers’ Intentions to Purchase Coffee in Glass Flasks". Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi 16/1 (2021), 17-33. https://doi.org/10.17153/oguiibf.663171 |
