Journal of Current Researches on Engineering, Science and Technology (JoCREST)

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Applying Data Mining Techniques to Analyze Different Generation Customers’ Preferences for Buying Gold Necklaces

Increasing competition in the jewelry market, expensive raw materials, and high cost of labor bring the demands and requests of the customers to a significant level. At the same time, meeting these expectations ensures that the companies are more sustainable and increase their profits. Companies should determine their vision and strategies by analyzing preferences and design products suitable for users. This study aims to determine the relationship and correlation between the factors such as brightness, size, color, karat, design, and weight that affect consumer preferences and behaviors of Y and Z generations in the Turkish gold jewelry market using data mining techniques. This research leads to a better understanding of how various factors affect the purchasing behavior of generations and enables companies in the jewelry industry to determine their vision and brand strategy or other strategies. The data of this study which consists of gold necklaces preferences were obtained from a survey conducted with 243 participants from Turkey in 2021. Results and findings are explained in this study.



Anahtar Kelimeler
Generation, Data Mining, Gold Jewelry, Gold Necklaces

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Gelişmiş Arama


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    Makale Kabulü Sürmektedir

    Dergimizin 5 (2) sayısı için makale kabulü 30 Kasım 2019 tarihine kadar sürecektir. Makalelerinizi herhangi bir word şablonunda "Online Makale Gönder" linkinden gönderebilirsiniz. Kabul edilen makalelerin tasarım ve mizanpajı dergimizin sekreteryası tarafından yapılmaktadır.



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