The Analysis of Purchase Association Behavior for Shopping Center Customers

• Main Authors: WANG, CHIA CHEN, 王家珍
• Other Authors: 劉秀雯
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/38028300302447483349

碩士 === 東吳大學 === 企業管理學系 === 101 === New shopping malls and department stores have been opened one after another in recent years. Without diversity but with high similarity of the brands, retailers are facing keen competition and challenges. As information widely spreads, the enterprises should analyze the need of target customers by previous transaction data. If the store can provide those brands meeting customers’ demands, it will not only increase customers’ intention to patronize again, but also raise their loyalty to the store and keep good relationship with customers in long term. The study analyze customers’ value discrimination by recency, frequency, monetary (RFM); uses association rule analysis to analyze the relationship among those brands purchased by the customers belonging to different group, provide the enterprise with a reference to propose different purchase recommendation to different customers. The results indicate that customer segmentation helps the administration to distinguish the profit contribution to the enterprise from different customer group. Furthermore, using association rule to analyze customers’ purchase behavior can understand customers’ consuming favorite and hold the actual purchase information to provide a reference for marketing strategy. The use of database marketing can proceed with the proposal of upselling and cross-selling; and raise effective promotional project for different customers group at the right time to stimulate the consumption. Regarding brand management, the enterprise should adjust and enrich the merchandise and services in accordance with customers’ need to increase customers combined purchase and repeat purchase; Thus, to enhance the enterprise’s selling profit and competitive ability.