MARKOV ZINCIRLERI MODELLEMESI ILE GENÇLERIN SPOR AYAKKABI MARKA TERCIHLERININ BELIRLENMESI
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Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Arif YILDIZ
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Stokastik süreçlerin bir çesidi olan Markov zincirleri önceden tahmin edilemeyen süreçlerde uygulanir. Markov zincirleri matematiksel bir modeldir. Ancak sosyal bilimlerde de pek çok alanda kullanilabilmektedir. Bu çalismada, genç tüketicilerin spor ayakkabi marka tercihleri belirlenmeye çalisilmistir. Markov zincirleri analizi için Ankara ilinde yasayan 14-19 yas arasi genç tüketiciler arastirmaya dahil edilmistir. Katilimcilarin, %47’si (N=102) erkek ve %53’ü (N= 115) kadin olmak üzere toplam 217 katilimci olarak belirlenmistir. Arastirma sonucunda, Spor ayakkabisi için marka bagliligi “0,4483” ile en yüksek Nike markasindadir. Ayni markayi tercih olasiliklari Adidas için %36,11, Reebok için %18,18 Skechers için %33,33, Puma için %14,29, New Balance için %11,11 olarak hesaplanmistir. Uzun dönemde gençlerin spor ayakkabisi tercihlerinin; %33,02’sinin Nike, %30,47’sinin diger markalar, %23,32’sinin Adidas, %4,42’sinin Puma, %3,72’sinin New Balance, %1,87’sinin Converse, %1,49’unun Skechers, %0,9’unun Reebok ve %0,8’inin Asics marka spor ayakkabisi olmasi beklenmektedir.
Markov chains, a kind of stochastic processes, are applied in unpredictable processes. As a mathematical model, it can be used in many fields in social sciences. The purpose of this study is to determine the sports shoe brand preferences of young consumers via this model. For the analysis of Markov chains, young consumers between the ages of 14-19 living in Ankara have been included in the study. A total of 217 participants include 47% (N = 102) men and 53% (N = 115) women. As a result of the research, brand loyalty for sports shoes is the highest Nike brand with “0.4483”. The probabilities of choosing the same brand have been calculated as 36.11% for Adidas, 18.18% for Reebok, 33.33% for Skechers, 14.29% for Puma and 11.11% for New Balance. In the long term, the young people expectations of the preference for the sports shoes have been calculated via Markov chains model as 33,02% Nike, 30,47% other brands, 23,32% Adidas, 4,42% Puma, 3,72% New Balance, 1,87% Converse, 1.49% Skechers, 0.9% Reebok and 0.8% Asics sports shoes”.
Markov chains, a kind of stochastic processes, are applied in unpredictable processes. As a mathematical model, it can be used in many fields in social sciences. The purpose of this study is to determine the sports shoe brand preferences of young consumers via this model. For the analysis of Markov chains, young consumers between the ages of 14-19 living in Ankara have been included in the study. A total of 217 participants include 47% (N = 102) men and 53% (N = 115) women. As a result of the research, brand loyalty for sports shoes is the highest Nike brand with “0.4483”. The probabilities of choosing the same brand have been calculated as 36.11% for Adidas, 18.18% for Reebok, 33.33% for Skechers, 14.29% for Puma and 11.11% for New Balance. In the long term, the young people expectations of the preference for the sports shoes have been calculated via Markov chains model as 33,02% Nike, 30,47% other brands, 23,32% Adidas, 4,42% Puma, 3,72% New Balance, 1,87% Converse, 1.49% Skechers, 0.9% Reebok and 0.8% Asics sports shoes”.
Açıklama
Anahtar Kelimeler
Marka Bagliligi, Marka Tercihi, Markov Zincirleri, Stokastik Süreçler
Kaynak
R&S - Research Studies Anatolia Journal
WoS Q Değeri
Scopus Q Değeri
Cilt
3
Sayı
2
