Analysis of Consumer Lifestyles and Transaction Records – Take the Database of Credit Cards as an Example

• Main Authors: Szu-Chia Li, 李思佳
• Other Authors: Lichung Jen
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/zuzx92

碩士 === 國立臺灣大學 === 國際企業學研究所 === 103 === 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 6 consumer lifestyles released by E-ICP in 2002 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 lifestyles and consumer buying behaviors with a logistic regression model to predict customers’ lifestyles based on their transaction records. Thus, the model can assist enterprises in segmenting its customers with lifestyles and designing marketing activities for different target customer groups, which can increase the efficiency and effectiveness of the marketing resources.