Association rules and its application to consumer preferences in dairy products

The main purpose of this study is to determine the factors affecting the preferences of consumers of milk and dairy products in Mardin city centre and to investigate multiple choice questions with apriori algorithm from association rules. Taking into account the demographic and socio-economic status of the people living in the city centre of Mardin, the factors affecting the consumption of milk and dairy products were examined with association rules. In the study, the data obtained from a face-to-face survey conducted with 273 citizens living in Mardin city centre were used. In the study, 32,2% of the respondents were female and 67,8% were male. Of these, 0,7% were illiterate, 1.8% were primary school graduates, 2,6% were secondary school graduates, 10,6% were high school graduates and 84,6% were university graduates. In terms of average income, it was observed that 5,5% had a monthly income below 8000 TL, 59% had a monthly income of 16000 TL and above, and most of the women participating in the survey were employed. As a result of the study, the rules created with the association algorithm in the consumption of milk and dairy products were analysed. It is not possible for someone who consumes milk habitually to choose other options. While the lift value of this rule was 5,57, the confidence value was found to be 100%. 99% of those who consume milk for health reasons claimed that financial status is not effective for consumption. If the supply and demand balance to be shaped in line with these rules is applied in production and sales, both producer profitability and consumer satisfaction will increase.