Brand loyalty analysis system using K-Means algorithm

Authors : Ayla Saylı, Isil Ozturk, Merve Ustunel

Pages : 107-126

Doi:10.30931/jetas.287786

View : 15 | Download : 6

Publication Date : 2016-12-17

Article Type : Research

Abstract :The aim of this paper is to implement a brand loyalty analysis system to find out the brand loyalty using data mining techniques. Data are increasing day by day and companies require a need for new techniques and analysis to be able to support their system automatically and intelligently by analyzing large data repositories to obtain useful information. As a specific approach, the study aims to develop a brand loyalty analysis system for the cases of general brand loyalty, item brand loyalty and categorical brand loyalty. We use the data clustering algorithm of K-means for data analysis. Our system is based on the data preparation algorithm and then it constructs the sales tables which contains sale quantity for each product. The case study is done in the stores of Migros Ticaret A.S. Our approach is based on the clustering analysis is used to provide a better knowledge about the role played by each case and emphasizes the role of attributes for the brand loyalty.
Keywords : Data mining, brand loyalty, clustering, K-means, data preparation algorithm