Application of hidden Markov model for brand preferences and reasons of preferences in sportswear sector

In this study, an application was carried out using the hidden Markov model based on Markov chains on the reasons for the brand preferences and preferences of young consumers who are university students for the sports apparel sector. The data used in the application were obtained through the surveys conducted for the students studying at Y？ld？z Technical University's Y？ld？z campus. A Hidden Markov model was established based on the brands preferred by Y？ld？z Technical University students in the sports industry and the data related to the reasons for the preference of these brands. With this model, the preferred brands for sportswear and the reasons for the preference of these brands were estimated for the students studying on Y？ld？z campus. For estimates, the first two problems of the hidden Markov model “three basic problems” were exploited. As a result of the estimates, the percentages of sportswear brands were found to be preferred. According to the results, the most important reason for choosing is “Fabric and Sewing Properties-Design”