Özet:

In today's competitive environment, marketing concept can not be limited only by sales and advertising understanding, as a result of economic indicators and changes in market shares is easily understood. The main point in marketing is a wide process from exploring and revealing consumer needs, post-purchase service, customer loyalty and satisfaction. is laid out by studies and research How consumers decide when buying products or services, which parameters are affected by personal, socially and psychologically, the expectations of after-sales firms are consumers' determines their behavior. Business marketing strategies by dividing consumers into a variety of groups, applying similar strategies to their customers whose behavior is similar to their customers, market shares, brand values and are trying to increase their profitability. In addition, companies are engaged in customer segmentation using many scientific methods to manage customer relationships efficiently and beneficially. From the increasingly popular data mining techniques in recent years, methods such as classification, clustering and association analysis show quite successful results. In this study, retail textile sales data were analyzed within the scope of the textile sector, which is one of the locomotive sectors of our country. Customer-oriented marketing strategies in addition to promotional and campaign work for customer groups using Two-Step Clustering Analysis method and Expectation Maximization algorithm was conducted clustering analysis to improve. Intelligent marketing proposals and strategies for the company are presented in accordance with the results of the customer segmentation.

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