| چکیده انگلیسی مقاله |
Aim this research focous on study and explore customer behavior and the relationships between sports good's consumers based on the results obtained from data mining, using the gathered information, and identifying profitable segments as the target market.
Methods The research method is quantitative and its purpose is practical The target population of the study is online buyers of sports equipment After determining the variables based on the literature and designing a questionnaire derived from structural equation studies, and obtaining formal and content validity, and after collecting and screening the responses, a total of 300 samples were left for analysis based on rule of ten times For reliability, validity, and data fit analysis, SPSS and Amos version 24 software were used, and for data mining, Excel and Weka 3.9.6 software were utilized.
Results indicate that Big cities, especially the capital, can be considered as ideal markets for the sale of sports equipment, and in preference among customers, employed and single people can be considered more profitable goals for marketers than unemployed or married people in the field of sports equipment, and women pay more attention to quality in choosing sports products than men, and men's priority in buying sports equipment is more reliant on the aspect of entertainment.
Conclusion By combining the three factors of singles, employed, and High income, a cluster can emerge that will yield the highest profitability for sellers. In addition, attention will be paid to other gender characteristics of the program, and this should be the focus of marketers and sellers |
| کلیدواژههای انگلیسی مقاله |
Marketing, Data Mining, Market Segmentation, EM Algorithm, Sports Equipment, Artificial Intelligence |
| نویسندگان مقاله |
سید مهدی فارقی | seyed Mahdi Fareghi
PhD student, Department of Sport Managment, University of Mohaghegh Ardabili, Ardabil, Iran.
دانشجوی دکتری مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی دانشگاه محقق اردبیلی، اردبیل، ایران.
نسرین عزیزیان کهن | Nassrin Azizian Kohan
Professor of Department of Sport Managment, University of Mohaghegh Ardabili, Ardabil, Iran.
استاد گروه مدیریت ورزشی، دانشکده علوم تربیتی و روانشناسی دانشگاه محقق اردبیلی، اردبیل، ایران.
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