Analysis of Customer Latent Purchase Behavior.An Example Of Rice Consumption
Date Issued
2016
Date
2016
Author(s)
Hsiao, You-Lian
Abstract
Considering the varieties of shopping channels like grocery stores, convenient stores, discount stores, and department stores, supermarkets in Taiwan are facing more competitions than just its competitors in the same industry. Therefore, how to stand out from the competitors and consolidate its market share are the most important goals for supermarket practitioners. The development of computing equipment and the powerful capability of calculating and data processing make marketing practitioners know their customers better. Traditional product-oriented sales strategies will not win the customers’ trust or satisfy their needs anymore. Using the database analysis, knowing customers'' purchasing needs and when they might re-purchase can help supermarket companies managing their customers and controlling their inventory. This study tries to understand the purchasing behavior of the supermarket members one of the famous chain supermarkets in Taiwan. Using the members'' purchasing records between 2009 and 2010, we can analyze purchasing time and quantity of the product ""rice"" . We still can calculate customer''s activity index. The forecast of inter-purchase time helps supermarket practitioners deciding the time to exercise the marketing strategies. Prediction of purchase quantity is helpful for supermarket practitioners to control their inventory and purchase volume. Latent hierarchical Bayes model developed by Chen (2005) was employed to integrate the purchase quantity and inter-purchase time to generate inventory consumption estimators. and we can compare it to that of traditional OLS method to offer a reference in scheduling marketing activities.
Subjects
Customer Relationship Management
Database Marketing
Activity index
Inventory Consumption Model
Purchase Behavior
Inter-purchase Time
Type
thesis