市場購物籃分析-以台灣連鎖超市為例

隨著社會的進步，消費者的購買習慣也因此改變。現在，消費者會選擇到生活周圍四處林立的超市進行購物，而不是過往的傳統市場。由於科技的日新月異，廠商能善加利用完整記錄下來的顧客交易資料並深入分析。如何在龐大的資料庫中，挖掘出顧客購買行為中的隱含偏好，以及產品之間的關聯性，並向顧客主動推薦適合的商品，以增加顧客的購買可能，如今已成為各大廠商所重視的議題。本研究首先整理交易資料庫，找出每日的熱門產品。依據購物籃分析的概念，使用因素分析建立產品購物籃，並以每日熱門產品及其購物籃做商品組合。再來使用卡方自動互動檢視法建立樹狀圖，得知購買每日商品組合的客群之特徵，並將前三大消費客群視為本研究的目標客群。研究結果顯示，週二及週日主打的商品組合為個人及家庭清潔用品；週三、週五及週六主打的商品組合為生鮮蔬果類別。週二及週日的購物籃內的產品皆相同，且第三消費客群也相同；週三、週五及週六的購物籃也大略相同，且週五及週六的消費客群皆相同，表示這些客群為忠實顧客。根據以上結論，建議廠商可以於每日設定主打商品組合並進行促銷，也建議廠商根據目標客群的特色，訂定適合的行銷策略。

關鍵字

購物籃分析；因素分析；卡方自動互動檢視法

並列摘要

With the progress of the time, the purchasing habits of customers has also changed. Now, people in today’s world prefer to go to supermarkets rather than go to traditional markets to buy goods. Owing to advances in technology, firms could use consumers’ transaction histories and analyze it in depth. The important subject of each firm is that how to find out implicit preference of customer purchase behavior and relationship between products in huge database, then firms can recommend the appropriate products to customers in order to increase the purchase possibility of customers. In this study, we straighten up transaction database first, and then search out the daily hot product. Based on the concept of market basket analysis, we use factor analysis to create product baskets, and then we take daily hot product and its basket to make some combination products. Next, we use Chi-Square Automatic Interactive Detector (CHAID) and set up decision trees to find out the characteristics of customers of daily combination product, and we take the top one to top three consumer groups as the target consumer groups of this study. The result of this study shows that personal and household cleaning supplies is the main combination product on Tuesday and Sunday; fresh fruit and vegetable is the main combination product on Wednesday, Friday and Saturday. The products of the basket and the top three consumer groups are the same on Tuesday and Sunday. The products of the basket are similar on Wednesday, Friday and Saturday, but the consumer groups are the same on these days. It means that these groups are loyal customers. Also, we suggest firms formulate appropriate marketing strategies on the basis of the characteristics of target consumer groups.