Analysis of Consumer Personalities and Transaction Records – Take the Database of Credit Cards as an Example
Date Issued
2015
Date
2015
Author(s)
Ku, Wan-Chen
Abstract
Nowadays, when it comes to marketing, the dynamic and heterogeneity of consumers need to be considered. Database analysis and market research have helped market analysts understand much more about consumer behavior, so enterprises can grasp the opportunities to drive their businesses. This thesis cross-analyzes 4 personalities and 7 categories of transaction records by collecting data from credit card questionnaires and a bank’s database. It aims to determine the connection between consumer personalities and consumer buying behaviors with a logistic regression model to predict customers’ personalities based on their transaction records. Thus, the model can assist enterprises in segmenting its customers with personalities and designing marketing activities for different target customer groups, which can increase the efficiency and effectiveness of the marketing resources.
Subjects
Personalities
Logistic Regression
Database Marketing
Transaction Records
Credit Cards
SDGs
Type
thesis
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ntu-104-R02724040-1.pdf
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