Decision tree analysis of consumers' intentions to purchase coffee in glass flasks

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dc.contributor.authorIrmak, Sezgin
dc.contributor.authorDemir, Mehmet Özer
dc.date.accessioned2022-09-22T06:19:17Z
dc.date.available2022-09-22T06:19:17Z
dc.date.issued2021
dc.departmentALKÜ, Fakülteler, Rafet Kayış Mühendislik Fakültesi, İşletme Mühendisliği Bölümü
dc.description.abstractThe aim of this research is to determine the perceptions and the characteristics of consumers to determine their intentions to purchase ready to drink coffee in glass flasks. In this context, this study assesses the food-related lifestyle, and the packaging choice scales to investigate consumers' expectations about ready to drink coffee offered in glass flasks. The study operationalizes CHAID algorithm to build decision trees and visualizes the best obtained decision tree. Intention to purchase is the target variable, 16 factor variables and 12 demographic variables are predictive features. Results suggest that consumers' intentions to purchase ready to drink coffee in glass flasks can be determined by correct preservation, attractiveness, healthiness, and the type of coffee preferences. Decision tree model reveals the consumer profiles in terms of the predictive variables.
dc.identifier.doi10.17153/oguiibf.663171
dc.identifier.endpage33en_US
dc.identifier.issue1en_US
dc.identifier.startpage17en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12868/1652
dc.identifier.urihttps://dergipark.org.tr/en/pub/oguiibf/issue/60025/663171
dc.identifier.volume16en_US
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.relation.ispartofEskişehir Osmangazi Üniversitesi IIBF Dergisi - Eskisehir Osmangazi University Journal of Economics and Administratice Sciences
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectDecision trees
dc.subjectConsumer Intentions
dc.subjectCHAID
dc.subjectCoffee Packaging
dc.titleDecision tree analysis of consumers' intentions to purchase coffee in glass flasks
dc.typeArticle

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