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Title:	藉由購買紀錄分析消費者行為 Analyze Consumer Behaviors by Purchasing Records
Authors:	林庭瑋
Contributors:	洪叔民林庭瑋
Keywords:	資料庫行銷購買行為預測決策樹 Database marketing Sales predictions CHAID Decision tree
Date:	2017
Issue Date:	2017-09-13 16:02:59 (UTC+8)
Abstract:	本研究嘗試分析顧客在量販店購物行為，利用歷史購買商品紀錄將購買習慣相同之消費者分類出來，作為業者未來在行銷之依據，以達到提升營收之效果。本研究乃針對台灣某零售業之量販店作為研究對象,利用該公司之會員消費紀錄中做為本次研究之資料，並利用會員在該年所購買品項挑選出購買次數最多之商品作為因變數，挑選的商品為:牛奶、泡麵、優酪乳及非洋芋片零食四種商種商品並加入年齡、性別、購買頻率共七項做為此自研究之變數，並將資料轉換成CHAID所需資料類型後，運過Chi-Square Automatic Interaction Detector(CHAID)統計分類方式欲探究熱門商品間是否有互相關聯,能更準確的將相關的客戶分類出來，若量販店能夠掌握重要商品之可能購買行為並加以行銷，將能為營收帶來正面效果。本研究主要成果在於利用決策樹結果提供企業在推出新商品進行銷售前,先針對核心顧客進行購買預測的重要參考,利用此預測結果將商品推出給主要客戶族群,達到最大效益。 This study attempts to analyze the purchasing behavior of consumer in supermarkets. According to the historical purchasing records, customers sharing the same purchasing behavior will be classified and the results will be used for marketing strategies to increase sales. A retailing firm in Taiwan provided the data for this study. This study acquired the consuming records of its members and identified several most frequently purchased products to be the dependent variables. They are milk, , instant noodles, yogurt and snacks. Furthermore, age, gender and purchase frequency are included as the independent variable. Then this research used Chi- Square Automatic Interaction Detector (CHAID) to classify customers by their purchasing behavior over products. The understanding of purchasing behavior over those popular products can lead to positive effect on the sales of the retailer. This research used decision-tree analysis and the results can be the important references for companies to predict the purchasing behavior of primary customers in order to maximize the efficiency.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 105363046
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105363046
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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